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Brand Strategy Practice
Acquisitions, creeping commoditization and a brutal pricing environment are creating a new appreciation for brand strategy among business-to-business companies. Manufacturers need to elevate their brand position beyond the typical "quality" image to reflect higher level customer needs - ROI, life cycle cost management, help developing new products, etc. Manufacturers also need to evaluate the interplay among their multiple brands, in other words, develop a viable "brand architecture."
The Brand Practice team at Frank Lynn & Associates works closely with senior management to link brand strategy to the corporate strategy. Unlike advertising agencies, the Frank Lynn & Associates team looks at a much broader view of customers, channels, products AND services, and internal organizational capabilities.
To build a brand strategy under these unique conditions the Frank Lynn & Associates team conducts a wide variety of activities:
| > | Customer needs analysis | | > | Client strengths/weaknesses analysis | | > | Sales force, channel and marketing reorganization | | > | Competitive analysis | | > | Market positioning and messaging | | > | Brand architecture design (e.g. corporate versus divisional/product brands) | | > | Branding implementation |
The mission of Frank Lynn & Associates' Brand Practice is fourfold:
| > | Identify unique, compelling, credible and defensible brand messages | | > | Drive client profitability by moving beyond the product to services, solutions and added-value | | > | Increase customer loyalty and employee motivation | | > | Build brand architectures that capture the corporation's "whole value" without diminishing sub-brand's goodwill |
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| October 18 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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