The last 15 years have seen the concept of branding evolve from a mere design and communications-led ideal to one which runs deep into the DNA of an organisation. In fact, in today’s globalised, interconnected and service-dominated economy, customers’ expectations from brands have never been greater.
The challenge for marketers to create compelling, distinctive and meaningful engagements with these consumers - who have greater choice, information and power than marketers themselves - is huge. So the CIM joined forces with Lippincott to explore the organisational factors that help brands to bridge the gap between promise and reality.
Guided by an experienced steering committee, we surveyed senior marketing and brand leaders from over 100 major international businesses, to understand opinions, actions and characteristics of high-performing organisations.