The sixth reason to bring brand to the Board of Directors
Tom Dougherty, CEO – Stealing Share
13 May 2013
Nothing should be more important to a Board of Directors than brand
Ever wonder why brand is important to corporate growth? Check out Jennifer Barron’s “5 Reasons To Bring Brand Into the Boardroom,” in Marketing Daily. Barron contends that brand is a company’s most valuable asset and a driver of customer purchase. She says brand requires investment and must be aligned with everything the company does. That’s why a Board of Directors must consider rebranding if it’s not working.
Most importantly, Barron says brand should not be confused with marketing.
“I’d like to add one more: Brand is the best way to steal market share.”
Brand fo the Board of Directors
I’d like to add one more: Brand is the best way to steal market share.
Some foolishly believe that discount prices or superior products steal share. Yet prices and products often yield short-term gains and may not be important to consumers.
The best way to offer true choice to consumers is to offer a different brand. When everything is equal, as it is in most industries, consumers stay with familiar products.
They will switch only when they see something that is different, a true choice. That’s where brand comes in. If your brand is different and better than the competition’s, you will steal share.
Those are important issues for a Board of Directors.
The Difference. Theme line or Tag line. Tom Dougherty, CEO - Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a catch...
Online retailing exacts its pound of flesh Tom Dougherty, CEO - Stealing Share 22 March 2017 Retailers are tumbling down like dominos No doubt about it. Retailing sits mired in a state of massive change. Today, Sears announces there is “substantial doubt” it can keep...
I'll just stick to the original Doritos, thank you Tom Dougherty, CEO - Stealing Share 21 March 2017 I mean, what are Tapatio flavored Doritos anyway? Doritos is the snack food that does me in. And that’s saying a lot, because I am not a snack food kind of guy. I can...