Post by account_disabled on Dec 20, 2023 4:31:16 GMT
One of the main objectives of the Marketing and Brand departments is to ensure the contribution of the brand to the company on a strategic level. That is, from its ability to contribute to the development of the business. Not only translated into the role it plays in the purchase decision, but also as a source of generating a true competitive advantage or greater negotiating capacity with third parties. This is explained by María Marra, brand manager at Santalucía Seguros and professional with extensive experience in brand management, both strategic and creative. To meet these goals, the key is to treat the brand as one of the most valuable intangibles of the organization and work on it from a strategic perspective.
What difficulties does every marketing team encounter in this task? Four challenges and difficulties Beyond the fact that the current social and economic situation has had an impact Phone Number List on brand management and plans both internally and externally - including the review of budgets in an exercise of sobriety in the face of something as unknown and disconcerting as COVID19 -, for María Marra There are four challenges that every marketing and brand department faces on a daily basis: 1.- That the company believes in the brand : “The first challenge is to internally understand the breadth of the action plan of a brand management and work against the belief (fortunately increasingly overcome) that the brand is just a logo and a color palette,” says Marra in this sense. It is necessary to develop an optimal level of sensitivity towards the brand and focus on activating the values that characterize the brand.
Secondly, and also in relation to the internal management of the brand, it is essential to find the balance between the teams' need to capitalize on their projects, programs and actions with names, logos and identities, and the absolute need for consistency. 3.- Optimization of time and processes . “It is not so much a difficulty as an attempt to optimize time and simplify the most tactical processes of the brand in terms of the use of the visual and verbal identity of all the teams that implement the brand internally and externally” says Marra. The added value of every brand and management team is precisely to lead the brand. Being ahead and having the ability to move forward is what allows a brand to get where it wants. And to develop this strategic capacity, it is necessary to reduce the time spent on necessary tasks that add little value (sending materials, controlling brand applications.
What difficulties does every marketing team encounter in this task? Four challenges and difficulties Beyond the fact that the current social and economic situation has had an impact Phone Number List on brand management and plans both internally and externally - including the review of budgets in an exercise of sobriety in the face of something as unknown and disconcerting as COVID19 -, for María Marra There are four challenges that every marketing and brand department faces on a daily basis: 1.- That the company believes in the brand : “The first challenge is to internally understand the breadth of the action plan of a brand management and work against the belief (fortunately increasingly overcome) that the brand is just a logo and a color palette,” says Marra in this sense. It is necessary to develop an optimal level of sensitivity towards the brand and focus on activating the values that characterize the brand.
Secondly, and also in relation to the internal management of the brand, it is essential to find the balance between the teams' need to capitalize on their projects, programs and actions with names, logos and identities, and the absolute need for consistency. 3.- Optimization of time and processes . “It is not so much a difficulty as an attempt to optimize time and simplify the most tactical processes of the brand in terms of the use of the visual and verbal identity of all the teams that implement the brand internally and externally” says Marra. The added value of every brand and management team is precisely to lead the brand. Being ahead and having the ability to move forward is what allows a brand to get where it wants. And to develop this strategic capacity, it is necessary to reduce the time spent on necessary tasks that add little value (sending materials, controlling brand applications.