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Companies Need To Brand Themselves To Stay In Front

Jun 10, 2008
These days, management and boards of directors have widely acknowledged marketing as a substantial growth driver, be it nontraditional advertising, unique partnerships, influence marketing or digital communication. However, merchandising is one tool in the marketing arsenal that senior marketing executives sometimes overlook -- which is unfortunate, given its high-value means of making an impact. Merchandising is no longer just about ads, logos and displaying your name on complementary products. When used successfully, merchandising can establish a powerful, personal and long-lasting experience between brand and consumer.

Companies develop strategic employer brands that build competitive advantage. This stratergy executed correctly will enhannce a companies viability so that people when thinking of products or services will automatically put a company with a product.

Using merchandising to create compelling marketing experiences is nothing new to web retailing. Every online shopper is accustomed to being presented with an array of highly customized product recommendations within seconds of logging on and "entering" the "store." But it may surprise you to learn that the forerunners to this were companies such as Nordstrom and Starbucks.

These retailers were among the first to demonstrate that creating a uniquely pleasing, personal experience would contribute almost as much to their bottom lines as the marketing of specific items. Long heralded as savvy marketers, what they were really doing was focusing the vast majority of their marketing resources into one distinct discipline, merchandising. To create an emotional linkage, they were able to merchandise an experience that would be conveyed to the world through their base of loyal customers rather than through traditional media.

Executives long have made it their business to do whatever is necessary to please the consumer. everything from stocking every possible color and size of a pair of shoes to having a sales associate buy an out-of-stock item from a competitor only to turn around and resell it to his or her customer.

The design phase is the process to formulate your employer brand strategy. A strategic tool to guide your firm's employer brand program is recomended and will as a platform from which all employer brand actions flow.

A brand-focused resume is one that begins with job seekers determining what their personal brand really is. And to do this it's important to figure out where they've added value, why they're indispensable and how this applies to what an employer needs. The only issue here is that the job seeker can do what his brand implies.

Select Australasia collaborated with recruitment advertising specialists, Advertising Energy to design an advertising campaign to run in both print and internet media. The objectives were to attract return to work parents whose lifestyles might suit the part time hours on offer. The campaign resulted in over 6,000 applications.

To compete in todays very competetive market place individuals and companies choose to brand thier name with thier product. As they want the words in the companies name or logo to instantly strike a chord in the purchaser's minds that they are the only seller to deal with.
About the Author
Gav Shannon is a Network Marketing Professional who writes about different topics that he feels may be of an interest.If You want to know more about him go to http://www.gavshannon.com
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