In reading the Social Media Metrics book, there was an interesting passage where the author associates well known companies with their recognized brand attributes. It got me thinking about companies i have worked for in the past. Some that came to mind for me were:
BGE - Recent past - Expensive electricity, mean company....Now - customer focused, responsive
Constellation - Risky, pioneers
Legg Mason - Bill Miller, Value Trust, good investment/investors
T. Rowe Price - trustworthy
USinternetworking - innovators, sloppy spenders
I wonder, do you think your organizations have brand attributes? I know this is more marketing exercise, but, since there is a good range in size of companies for which the class works, I thought it would be interesting to hear what attributes the big and the not as big have attached to them. More to come on this one once we flesh out some of the attributes...
Unfortunately, I think to some, our brand attribute at Myriad = bully patentholders
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ReplyDeleteBeing a very small company whose job is to represent two manufacturers, Osteo Concepts struggles to develop and foster a brand identity of its own. We would like to be seen as a knowledge resource for orthopedic surgeons in addition to our basic identity as a distributor of surgical devices. Unfortunately, so much of our energy is focused on pushing our two manufacturers Acumed and Exactech. So, I would have to say that we don't have a brand identity as Osteo Concepts, or that perhaps our brand identity is that of our manufacturers (who, thankfully, are well-respected).
ReplyDeleteI think a large part of building a brand identity for Osteo Concepts at this point (25 years in the industry) involves providing customers with the incessant visual cue (i.e., our logo) attached to every piece of literature we hand out and every shirt our reps wear...this kind of repeated exposure will start to build the foundation of awareness. On top of that, we will need to attach that logo to our competitive advantage of industry experience.
Think Green
ReplyDeleteLoyola-Think business differently. I was told yesterday there is a billboard on 83 south with a picture of the dean advertising our brand.
ReplyDeleteSurprisingly, I pass that billboard everyday and I couldn't tell you the purpose of it. Glad you shed some light on it.
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