Klavs valskov of Maersk Line suggests five steps to consider in developing a marketing/branding strategy from scratch. Step 1: what do you want to get out of having a clearer, sharper and stronger brand? Step 2: how are you perceived today - both internally and externally? And where are the gaps between the two? Step 3: where are the opportunities in the market to strengthen the brand? (market, competitive and customer segmentation analysis). Step 4: what is a realistic, authentic and compelling vision for your brand? Test some scenarios. Step 5: Piloting, then implementation, including a brand campaign. "In general, I would advise against changing too often," he says. "It is important that the DNA of the brand stays the same while it evolves over the years. Of course, sometimes it can be necessary to get the fundamentals changed - i.e. if the company is about to go bust or the company has a new ambitious strategy to outcompete the market."
展开▼
