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Monday, November 16, 2009

Brand Management Requires a Comprehensive, Robust Framework

Brand management is an essential core competency for healthcare organizations seeking growth, market differentiation and competitive sustainability. And the creation, building and management of brands requires a comprehensive, robust framework to guide brand strategy, brand alignment and brand performance.

At this past week’s Chief Marketing Officers’ Innovator’s Studio work session, Mike Eaton, vice president for Navvis & Company, and Rob Klein, President of Klein & Partners, presented a 6-stage structure for brand management, and led the group on a discussion regarding the complexities and opportunities for building a powerful brand portfolio. Here’s a glimpse into their workshop session.

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