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Great Branding Is Rooted in Strategy

By Vincent Grimaldi

Many organizations that display a dynamic brand name see branding as a subset of marketing management. This is demonstrated by an organizational design that puts the customer at the center of the business. Those organizations recognize that marketing is the name of the game: If you don't sell, you aren't in business.

Unfortunately this by no means describes all organizations. For sure, marketing has made progress in boardrooms lately. The competitive pressure and the fast-changing environment of the last decade or so have pushed many more organizations to be in tune with their market, e.g., TI in the US, Renault in France. Nevertheless, there are still executives who declare that: "marketing is not a priority for us."
Although those skeptics would be interested in increasing sales and p