Short term needs and long term requirements – how do you fit both together in a coherent marketing strategy?
Today, brand management is more complex than ever, and for business-to-business brands, where decision horizons tend to be more distant, there’s a continued conflict between gaining response and pursuing the longer term goal of brand engagement.
WildWest has experience at both ends of the spectrum – producing enquiries for business-to-business products and services, and in helping companies begin the process of building brand value for the long term. But balancing those two very different priorities is never easy, especially in a market where quarterly numbers are as important as establishing a reputation for quality and service, and the desirability that goes with that reputation.
So on the one hand, our most successful piece of direct marketing, ever http://www.designwildwest.com/blog/2010/06/our-most-successful-piece-of-direct-marketing-ever/ and on the other, producing brand collateral that has helped organisations like Mahindra Racing (India’s first MotoGP team) and Citroen Sport attract sponsorship – produced for our clients and friends at Sports Media International – http://www.sports-media-intl.com/
We’re currently working on a project for a credit and travel management organisation, where we have to fit both into a framework that will work in both the short and medium-term.
If that’s the kind of issue that your company is facing, then maybe you’d like to talk to us. We would love to hear from you.
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