Customer Management IQ’s Blake Landau speaks with marketing experts Brian Till and Donna Heckler for a discussion on how brands can remain consistent in the current volatile market. According to Till and Heckler, creating authentic brands demands intelligent, strategic and coordinated decisions in all areas of marketing. This includes packaging, promotion, advertising positioning, distribution and pricing. In this podcast we look at some of the universal truths about brand management that run the gambit of brand-building programs. We evaluate a handful of best in class case studies, such as the Apple brand, which cover issues such as media, taglines, brand extensions, brand names, use of celebrities packaging and the starting foundation of a great brand. Most importantly, Till and Heckler explain how brands can remain sustainable during the current economic crisis.
Today it is critical for a brand to connect with the consumer in a meaningful way. In looking at the principles behind their new book, The Truth About Creating Brands People Love: Discover the Secrets of Creating and Growing World-Class Brands, Till and Heckler capture the truth about how to take a great produce and transform it into a profitable brand people will love. They explain how to empower your brand, challenge convention wisdom, think strategically and create a bond between your customers and your brand.