The New Branding Lingo

Schultz, Don E.
November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p8
The article addresses the need for brand or communication managers to fight what they believe to be a battle to protect their brand. Brand investments are being scrutinized with more vigor by senior management than ever before. Part of this brand scrutiny is related to economic uncertainty. Managers are circling the wagons, trying to ride out the economic downturn by cutting costs and reducing expenses. Part of this lack of brand confidence has to do with traditional managerial practice. In unstable economic times or during periods of changes in the organization, most senior managers focus first on cutting expenses. Most senior managers agree brands are assets, albeit intangible ones. Most agree the brand has value to the firm and likely contributes something to acquiring new customers and maintaining present ones. Many agree the brand is what differentiates the firm from its competitors. The problem is not that senior managers do not understand branding. It is that brand and communication managers do not understand management and how businesses are run. Too many communication managers do not know the first thing about how a business operates or the delicate balancing act senior managers face in trying to meet analysts' short-term demands, while meeting the longer-term expectations of shareholders.


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