by Dan Berne
Do you have a clear view of your brand strategy? Do others in your company as well? What about your channel partners? Because execution of Brand Strategy involves such visible elements as logos, product design, advertising, packaging and other materials, it can, and should, have a wide-reaching impact. Too often brand elements are developed within a narrow viewpoint. For example, packaging may communicate functional advantages over the competition, but fail to effectively reflect the brand persona. Your brand architecture may be clear to the internal divisions who are developing your products, but confusing to customers at point-of-sale.
The execution of your brand strategy is seen and evaluated from four major viewpoints:
• Internal
• Your Customers
• Your Channel
• The Market
