Branding Throughout an Organization
This post was originally published on www.InspiredConceptsInc.com.
Mary Beth Kemp, Principal Analyst at Forrester Research, had an interesting blog post the other day about the role of Chief Marketing Officers (CMO). While most would assume that a company’s corporate branding strategy, by nature, is primarily the responsibility of a CMO, Ms. Kemp notes that branding must penetrate all facets of an organization’s structure.
Because a company’s brand is no longer defined entirely by traditional elements (e.g. logo, design, and creative), but instead a combination of traditional elements and customer experiences, successful branding requires the collective effort of any department that interfaces with customers, clients, prospects, vendors, suppliers, and channel partners.
Where sales, customer support, IT, accounting/finance, R&D, and legal may each interact with external parties in one way or another, marketers have the most complete view of a company’s branding strategy. Therefore, it is their responsibility to coordinate positive branding experiences throughout the entire organization.
Categories: Marketing | Tags: branding, cmo, customer experience, forrester
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