It was a great pleasure to spend the evening in the presence of so many fantastic Scottish businesses yesterday at the Caledonian Club in London.
As part of the evening I hosted a workshop on ‘How to deliver a brilliant brand’. The content covered many examples of what great brands do to add value to their business, whatever their size and sector, and how best to successfully manage the equity in a brand to deliver bottom-line growth.
Having spent many years at Orange as Global Brand Strategy Director, I gained a valuable insight into the workings, management and protection of a $19 billion asset. The strength of a brand, whatever sector or size of business, is up to everyone within a business to determine, deliver and protect. It is with this in mind I discussed the most important elements of brand management and how this can be delivered through exceptional marketing strategy and implementation.
Having considered the internal DNA of a business, and the ways in which a brand is delivered, we also discussed how this leads into an external differentiating market positioning. Strong protection of the brand asset and its implementation through a rigorous marketing approach not only makes you, your employees and hence your customers happy, it delivers real financial growth to your business.
I am now looking forward to meeting these and other great businesses again in October at the next SBN event. In the meantime, we’d love to hear from you and work with you on these specific challenges if you’re facing them.
Genoa Black not only manages the creation, development and delivery of global and local brands, it is an expert in marketing strategy and execution. Following its trademarked 6G process delivers proven bottom-line growth to businesses across the UK and beyond.