Brands that have a clear link to strategy and resonate with employees are the brands that deliver the greatest value.
Gallup asked more than 3,000 randomly selected U.S. workers to assess their agreement with the statement “I know what my company stands for and what makes our brand(s) different from our competitors.” Surprisingly, only 41% of employees strongly agreed with this statement, while 24% either disagreed or were unclear.
Our brand clarity work focuses on two primary areas—aligning brand to corporate strategy and designing and implementing the tools and supports that employees need in order to be enthusiastic brand champions.
Our Brand Clarity team helps clients in the following areas:
- External Brand Perception Assessments
- Competitor Research
- Brand Strategy Development
- Brand Manifesto Development
- Internal Brand Education
- Focus Groups
- Partnering with a Creative Agency
Developing a Culture of Planning
Founded in 1909, Tillamook County Creamery Association is a dairy co-op owned by 99 farmers in Tillamook County, Oregon. Tillamook offers a variety of products: cheese, ice cream, sour cream, yogurt and butter. A very strong and distinct organizational culture has propelled the company’s 100-year existence. The new CEO realized that significant and sustainable growth required a strategic shift in thinking to realize the full potential of the brand.
Building an Integrated Marketing Strategy
This international architecture firm, based in Seattle, is known for planning and designing creative and sustainable spaces that foster innovation and meaningful change within an organization. NBBJ’s Strategic Plan called for the development of an organization-wide marketing plan, with the goal of aligning the teams responsible for each of NBBJ’s individual markets.