Corporate Branding

All posts tagged Corporate Branding

The strategic application of artificial intelligence in marketing

by Steve Brown on July 3, 2018

In our article at the start of the year predicting marketing trends we expected to see during 2018, we made a brief mention of the growing use of artificial intelligence in marketing 2018 and commercial applications for both sales and marketing purposes and their solutions. Here we take a closer look at how it is becoming ever more important.

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Steve BrownThe strategic application of artificial intelligence in marketing

How does corporate branding add value to an organisation?

by Steve Brown on June 29, 2017

Corporate Branding Strategy

Corporate branding adds long-term book value and profitability to an organisation. This is because it is the first essential step in the process of creating a credible and professional shop window for its products and services. It can also help to ensure that staff are engaged and that they feel empowered to deliver a better and more coherent experience to customers. It ensures that prospects are handled in a consistent way at every single touch point in the sales pipeline process. It improves the likelihood that the staff selection process will lead to the recruitment of people with resonant values and views.

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Steve BrownHow does corporate branding add value to an organisation?

What is a strategic brand proposition?

by Steve Brown on November 15, 2016

The Entrepreneur website defines a strategic brand proposition as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Which is, of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.

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Steve BrownWhat is a strategic brand proposition?