In this respect . Unfortunately, things are not rosy, because as many as 68.2% of respondents taking part in our study answered this question negatively. In my opinion, this results from the relatively low awareness of the problem among managers. Unfortunately, this often leads to practical branding ignorance regarding one’s own brand assets.
Perhaps there is also something to the point in a sentence
I heard during one of my open training sessions from a participant representing an france telegram data international brand. Namely . I asked the audience: “Why do you think you don’t commission marketing audits to assess the actions taken by your teams?”
The answer was as follows: “Because we are afraid that we will get a piece of paper with information about what we are doing wrong and someone will hold us accountable for it.” You can be rationally offended that this discrepancies in the warehouse management system makes no sense. However . When we go a little deeper, it may turn out that it is a completely reasonable reason from the level of a person employed in the company. Why should I provide my boss with materials that can be used against me in the evaluation of my work?
Is this absurd? Only if the company has the right culture. However . If you don’t allow mistakes and you look for someone to blame . Then no one will be eager to verify their section in terms of compliance with the strategy or whatever the company holds as dogma.
This branding ignorance can be very costly in practice.
One of our clients was informed during an audit about a total of several dozen problems critical to the brand and its revenues. In retrospect, it cost him millions of złoty in lost profits.
Fortunately . After implementing the strategy developed by our team, it patched the vast majority of its gaps and increased revenue by 20% in the first year and by 30% in the next, thus recording record profits.
Since then, he has not only kept his finger on the analytical pulse, but also commissioned us to conduct regular marketing research on clients to probe their moods, expectations and check their experiences and the state of implementation of strategic assumptions. All the time . He also worked on the implementation of the adopted marketing strategy.
Does this lack of brand health monitoring impact brand management?
It has an impact, and it does so in an obvious india phone list way. Unfortunately . This impact does not have to be positive, as it can lead to overlooking india phone list important events and signals and drawing the wrong conclusions.
For example . Related to too frequent changes in the adopted strategic assumptions.
Strategic action is by its nature long-term. As Maciej Tesławski nicely explained: Short-term strategy is an oxymoron (i.e. there is no such concept), and long-term strategy is a tautology (i.e. butter).