Brand optimised when all staff are “on message”

One of the most important aspects of building and investing in a brand is the necessity for every single person in the organization to be trained in and fully aware of what your brand stands for and be given the skills to ensure every interaction with customers and other stakeholders is on message. It takes years and often millions of dollars to build a brand but it can be harmed or even destroyed by one or two careless staff who “missed the course”. So as…

Strong brands are built over time with consistency and multiple initiatives

Depressing as it has been, and remains, to watch the slow death of “Brand USA” over the last 10 years, how wonderful it is to see a magnificent brand being built before our eyes here in Australia. I am referring to a company I have had a long love affair with since living in Munich in the late 90s and early 00s, German owned supermarket Aldi. Aldi, following on with their Australia first of standard national pricing, the display of unit pricing and now 100%…

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