Posts Tagged ‘corporate branding’

Brands and Customers Are Hidden Assets

January 21st, 2016
Steven Howard

The Corporate Brand and Your Customers Are Two Great Assets A goal of every organization is to increase its assets over time. These assets are typically defined in terms of revenue, customer accounts, properties, human resources, and capital. But there are two hidden assets that every organization can develop and that are critical for marketing success. These often overlooked and under-valued assets are the brands and customers. Your brands, particularly your corporate brand, …

What Customers Say About Corporate Branding

January 23rd, 2012
Steven Howard

The recently released The Company Behind the Brand: In Reputation We Trust study from Weber Shandwick makes an interesting read. Not only does this research study confirm the basic tenets of my book Corporate Image Management: A Marketing Discipline, but it also provides a handy way of look at what the PR firms calls the 6 New Realities of Corporate Reputation. However, the part of the research report I liked best were the …

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