Marketers today face far greater demands for accountability and proven return on investment than ever before. There is increasing pressure from the executive team to measure and articulate the benefits of each marketing program. Given the demonstrated lack of understanding of branding and brand issues within high technology company executive suites, brand support can only be earned by clearly linking brand performance with company performance.

Here are a few suggestions for getting brand back into the technology marketing ball game:

Redefine Branding: Think holistically. Branding is a business strategy that impacts the company and its long-term revenue stream.

Optimise Your Brand: Keep promises. Marketing has the responsibility to ensure that the customer experience with the brand is always superior.

Demonstrate Results: Internal touchpoint metrics can be put in place. Customer service, shipping, and other internal functions can be measured against keeping the brand promise and delivering a superior customer experience.

Promises kept equals delighted customers.

The Bottom Line

Brand is not a four-letter word,. Brand is your business.  putting brand in its proper context as a business strategy that directly impacts the bottom line, you speak the same language as the executive team and improve understanding of brand and support for brand programs

More details in the next edition of MXtra