BRAND THINKING

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  1. Marty Anderson Faculty of Babson College

    Yes, and that includes customers. They are more than 90% of the people in your "organization".

  2. Thomas Krotkiewski CEO of Othersource

    Every surface, every aspect, every person conveys brand. Whether we want to or not. It's evident that all parts of the organizations take part. The role of marketing is to measure and influence, wherever branding happens. To be aware of all aspects, not just the ones that marketing has dealt with in the past.

  3. Erin Estep Research Analyst, Reputation Management Strategies of SiriusDecisions

    marketing influences, but does not control, the brand. whereas product marketing is often responsible for sales enablement, communications (marcom, corpcom) should almost be thinking about customer enablement - providing content and tools for customers and prospects (and investors/analysts/recruits??) to influence and shape their experience with the brand from inquiry to closed business all the way through the renewal phase and/or next decision-making cycle.

  4. Julie Carney Brand Director of Mechanica

    Totally agree - a brand isn't just what marketing makes of it. It needs to be a sum of all of it's parts to be true. However, there needs to be a clear distinction between contributions and accountability to avoid inertia in decision making.