Time 21:52

I’ve always found it interesting that many company CEOs view marketing as an after thought. Their concept of brand begins with a logo rather than a culture. Some may believe that brand is only for large companies that have time and money for a brand strategy and its execution.

I take a different view. Brand is rooted in a company’s belief system and value proposition, so while you are thinking about why a company should exist, it is also thinking about its brand. So when you think of service in the hospitality industry Ritz Carlton comes to mind, and when it comes to automobile safety it’s no accident that you think of Volvo.

When a company views a brand as part of its core, part of its reason to exist and the major quality that motivates people to purchase their product or service, then it is much easier to execute the messages that will flow from their brand position.

Just as Stephen Covey refers to True North as the ethical and moral direction for personal growth, I think True North for a company is its core brand value.

James Connor, author of The Perfection of Marketing believes you can drive sales in three steps to brand building. We get into the details in this podcast the first of a two part conversation. Tomorrow we chat about Connor being a Buddhist and a marketer, a seeming contradiction for me.

Enter the contest to giveaway Connor’s book by emailing me at marketingedge AT providentpartners DOT net and in the subject line put the word Perfection.

Every entry, every comment on the blog or on the Marketing Edge comment line 206-600-6887, Provident Partners will give a food item to a St. Paul, Minnesota food shelter. The Marketing Edge podcast is celebrating its fourth anniversary this month, gives us a call and we’ll get you on the next show.

Also check out a new show I am hosting Social Media Throwdown First show is a discussion about the merits of personal branding with Hajj Flemings and Geoff Livingston

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