and by third parties, Sartain and Schumann build a strong case for the power of the employer brand
to strengthen the business and meet strategic goals.
This year, the firm is spinning its brand
off of a series of initiatives planned for its 100th anniversary (Coldwell Banker was founded in San Francisco in 1906) including a commemorative coffee table book and a Hall of Fame timeline featuring the companies and industry leaders which have played such a vital role in the company's evolution.
An ideal guiding coalition has eight to 10 people all of whom have an appreciation of what brand
marketing can do for the institution.
The goal was to launch a fully developed brand
at an internal meeting in February 2004--a tight timeline for any private-sector company developing a new brand
, let alone a government organization.
From considered critiques such as Naomi Klein's No Logo: Taking Aim at the Brand
Bullies, to the less considered concrete-block-through-Starbucks-window, which is now apparently de rigueur at anti-globalization demos, brands
are also under attack.
Perhaps the most important of these is that we realize that a brand
is much more complicated, much more robust, much more strategically significant than we thought even two years ago, when a lot of economic activity was implicitly governed by the idea that "If we build it, they will come.
Figure 8: The Travelocity credit card rewards consumers for staying loyal to the brand
Yet there is much more to brand
than first meets the eye.
The opportunity for growth and sustainable market share centers on proper brand
It became fashionable to view a brand
as a promise--a guarantee of a certain quality or aesthetic experience extended by a firm to its customers.
Uncover real-world brand
budgets for Phase IIIa, Phase IIIb and products' launch years:
Despite its success, there are doubters to the value of brand