A surprising thing happened during a recent brainstorming session I led for a retail client. We were supposed to be coming up with ideas for improving the company’s customer experiences, but the head of operations could not think of a single new customer service idea to explore. And the development leader failed to identify any new ideas for store layout or building features. And the merchandising vice president had difficulty understanding why “product” was one of the categories we were discussing.
Your brand defines the company. It's how customers identify you. You've painstakingly selected the colors, fonts, and design elements that best represent your organization, and it's your duty to protect and guard this asset.
Yet, the marketing department always seems short staffed and overburdened with the day-to-day demands, deadlines for ad campaigns, product launches and events.