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The CEO's Approach to Branding

The CEO's Approach to Branding

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Published by shorttrackceo
For mid-market CEOs interesting in owning their branding, a good way to approach it is to think of your brand as the entire experience your market has with you.
For mid-market CEOs interesting in owning their branding, a good way to approach it is to think of your brand as the entire experience your market has with you.

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Published by: shorttrackceo on Feb 19, 2011
Copyright:Traditional Copyright: All rights reserved

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05/12/2014

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 ©2010 ShortTrack CEO
 
The CEO’s Approach to Branding
 
 ©2010 ShortTrack CEO
www.ShortTrackCEO.com
2
BRANDING
How do Mid-
Market CEOs think about “branding”?
Fancy Agencies
 –
Is that $100,000 branding campaign going to produce any results?
Massive Expense
 –
Changing logo means changing all signage, packaging, corporateidentity and market materials
Intangible Item
 –
Difficult to measure
 
 ©2010 ShortTrack CEO
www.ShortTrackCEO.com
WHAT DOES BRANDING MEAN?
Logos?
 –
Designers might say so
Product line?
 –
Product managers might say so
Different people describe it differently
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