Why Corporate Branding
Society is being dominated by information and speed. Everyone knows everything or at least knows how to get easy access to information. As a result products and services are no longer protected against imitation, being unique is no longer a competitive advantage. As soon as a new product is launched, a competitor puts a similar and cheaper product on the market. A corporate identity is not so easy to copy…
Why is Integrated marketing communication a must?
The main issue is that, in many companies, the responsibility for the different components is dispersed over different departments. On top of this, these departments often work with different agencies. Imagine the following scenario: the marketing department launches a new image campaign to put the spotlights on prestige as a brand value. At the exact same moment the sales department starts a serious reduction action through individual sales. Obviously both actions contradict. This can be prevented through an integrated approach.