Reach for the Moon

Oliva, Ralph A.
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p48
This article discusses how to make employees understand the essence of a brand and turn them into brand champions. A recent meeting of e Brand Consortium of the Institute for the Study of Business Markets revealed that employees at all levels often have trouble understanding what their brand stands for. Employees understand a gist of it but fail to understand and communicate the entire essence of what their brand is all about. This is especially true for many business-to-business (B2B) brands. Employees do see their own advertising and collateral sometimes, but they are not part of an integrated marketing communications and programs and campaign. Such should not be the case as it is employees who have are in the position to better communicate and promote the brand to consumers. It is the employees who interact with consumers, either personally or through the Web. In case of the Web, brand managers should look to their Web sites not only as a medium for B2B or business-to-consumer communication, but also as a medium for business-to-employee communication In fact, Web sites can be an important way of helping employees understand the brand, learn what it means, and pick up tools they need to act as brand champions for your firm. This can be a good place to transmit the resources that will enable your employees to carry the brand message wherever they go. This can be spelled out clearly on the open Web, or it can be part of an employee intranet site that offers separate brand champion tools.


Related Articles

  • Facing Collaboration Challenges. Miller, Ed // Computer-Aided Engineering;Aug2001, Vol. 20 Issue 8, p49 

    Provides information on the challenges being faced by industry executives in implementing Web-based collaboration. How ownership of data at various stages of the full product lifecycle could spark heated disputes; Examples of changes while implementing Web-based collaboration; Importance of...

  • Web world weaves wonders. Brandon, Mike // Communication World;Apr96, Vol. 13 Issue 4, p30 

    Focuses on business communication through the World Wide Web. Concept of hypertext and hyperlinks; Differences between the web and other forms of communication; Effective use of users' time as the importance rule.

  • The perils of Web surfing at work. Steinert-Threlkeld, Tom // Inter@ctive Week;08/24/98, Vol. 5 Issue 32, p18 

    Opinion. Comments on the dangers of surfing on the World Wide Web by employees while at work in the United States. Reference to a survey of 100 companies which focused on the amount of time employees spend online which is not job related; Comments from Donna Hoffman, professor at the...

  • Online Web Poll.  // Adweek;2/23/2004, Vol. 45 Issue 8, p16 

    Featured here is the result of an online Web survey regarding the consolidation of marketing communications accounts signal of Microsoft Corp. and IBM Corp. The poll was posted at the web site of "Adweek Online," on February 17, 2004.

  • Going Global. Ford, John A. // Communication World;May/Jun2005, Vol. 22 Issue 3, pS6 

    This article focuses on the business of professional communicators. Even if a corporation seems to have a clearly defined national or local interest, owners are in the global arena — whether they realize it or not, and even whether one cares or not. If the company has a web site, it is...

  • The Message Imperative. D'Aprix, Roger // Communication World;May/Jun2005, Vol. 22 Issue 3, pS8 

    This article presents information on problems faced by business communicators in the age of technology. One of the paradoxes of the age of technology, with the speed and volume of information it permits, is that people are now drowning in useless and irrelevant messages. Although the computer...

  • Demand-chain b-to-b tools arrive. Hosford, Christopher // B to B;8/14/2006, Vol. 91 Issue 10, p18 

    This article discusses the significance of demand-chain management as a marketing measurement tool. The article makes specific reference to the significance of analysis of Web-browsing and e-mail habits of customers for marketers. The objective of demand-chain management is to gather as much...

  • Lessons gleaned from e-learning peers. Lovelace, Plumer // Credit Union Magazine;Jul2003, Vol. 69 Issue 7, p16 

    Focuses on the growth of Web-based training. E-product being offered by companies; Learning management system and learning content management system.

  • MEDIA POWER 50. Callahan, Sean // B to B;5/3/2004, Vol. 89 Issue 5, p21 

    The annual ranking of the top business-to-business (b-to-b) media venues shows the strongest are those that offer marketers tailored advertising programs. In b-to-b marketing, branding may be out of style, but a glance down the list of this year's Media Power 50 shows that powerful media...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics