Successful Brand-Building Requires an Army of Advocates
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When you ask a CMO what it takes to build a successful brand, you’ll likely hear it goes far beyond frontline commitment. When asked in a recent Forrester survey what parts of the organization are critical to brand-building success, marketing leaders agreed unanimously that it’s “a companywide effort that requires employees in all departments to be brand ambassadors.” Nearly all, 96%, believe that executive team commitment to brand-building is critical to success.
Yet while marketing leaders see the importance of enterprise-wide support in brand building efforts, the reality doesn’t reflect this belief. For instance, while 88% of these marketing leaders consider it important to have a clearly defined brand promise to guide the organization, only 55% rate their organizations as consistently doing so. Just a third of respondents said that employees can articulate the brand promise or are empowered to deliver a great brand experience.
The September 2012 Global Marketing Leadership Online Survey included 67 marketing leaders: 61% from the United States, 24% from Europe, 12% from Asia Pacific, 1.5% from Russia, and 1.5% from Africa/Middle East.
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