Introworks Partner (and Chief Creative Guy) Mike McMillan continues to get published in the local press. In his article, “Oh Where, Oh Where Has My Corporate Brand Gone,” Mike reveals key insights, such as how to introduce a new product brand into your mix, and what strategic directions you can take to get there. Before [...]
Launch. Perhaps nowhere in business are the stakes so high-and the success rates so low. That’s because launching a product or service requires absolute cross-functional teamwork in lock step with a defined commercialization process. Sound daunting? It can be.
What your customers believe about you and what you sell is fact. It is your brand. What they say about you to others is equally critical. These are the perceptions they perpetuate—which in turn help strengthen your brand or degrade it.
Seems a simple enough question to answer. But after asking that question in countless boardrooms over the past 16 years, we assure you it is not. And it shouldn’t be. Here’s why: THE core element of defining a brand is defining a business. In that regard, brand and business are inseparable.