Cindy Smith & Warren Strugatch
Think Brand Strategy: The Rest Will Follow
“If you think marketing & P.R. are confusing today, wait until tomorrow.”
- Cindy Smith & Warren Strugatch
Building a company’s brand has never been more challenging – nor more important to get it done right. New products proliferate at historic rates, generating rivalries between technologies that didn’t seem to exist last week. Between the global competition and
the technology-driven new categories, the brand extensions and the pseudo-brand come-ons, the battle for the buyer’s heart, mind and pocketbook rages on.
How do you define your brand in today’s message-saturated world? Connect brand with community? Create consumer demand? Justify price point? Build brand loyalty? These are questions no marketer can afford to ignore.
At the same time, the media world is in chaos. Once-dependable channels like print and broadcast now face off against shiny new digital media, sleek and sexy but untested and unorthodox.
Cindy Smith and Warren Strugatch, Corporate Performance Consultants’ Branding & Marketing Senior Advisors, make such strategic media decisions daily, aiming for a blend of the proven and the potential.
“Marketing is in upheaval these days, changing literally by the hour. It’s easy to get dazzled by the ‘wow’ factor. But you must stay focused on the brand. It’s about building community online and in the real world. The challenge is finding the right technologies, channels and platforms to serve the brand’s community-building efforts.”