Brand Imperatives are Business Imperatives

According to John Gerzema and Ed Lebar in their book The Brand Bubble, “Brand imperatives become business imperatives. A rigorous focus on creating an irresistible, high-energy brand can transform your entire organization, letting the brand act as a catalyst for collaboration, innovation and accountability.”

Consumer packaged goods, food and beverage companies are focused on growing their brands profitably. Brand value, however, can just as easily be diminished with inconsistent messaging, awkward appearance or misaligned product launches. Managing competitive information, price shops, syndicated data and primary research on a single platform makes information easily searchable, resulting in better brand and category analysis, and ultimately better product decisions. Sharing that information through on-demand visualization with development partners, like an advertising agency, helps make sure brand communications are consistent and aligned to the brand promise. Managing brand assets on the Siemens PLM Software platform helps make sure each trade partner is delivered the right images, logos and approved copy for consistent consumer communication.

When a brand is handed over to a new manager, the brand’s characteristics and consumer promise can be unintentionally lost. Capturing the brand statement, documenting brand codes, knowing the accurate history of the brand, and genealogy of the products helps ensure brand equity is built, not diminished.