CEO: Branding (CONT’D FROM PAGE 14)
Many corporate executives view the brand as simply a marketing asset. Others like Steve Jobs, Bill Gates, Richard Branson and Elon Musk view it as a corporate asset, part of the business strategy. Once built, a powerful brand can be used to wield influence in many circumstances from the Main Street to Wall Street to Capitol Hill. While products and executives may come and go within a company, the brand can endure forever – as long as it is well maintained. In a world of fake news where people are becoming increasingly unmoored and where constant shocks and disruptions seem to prevent ‘normal’ from ever being a re- ality, brands are a reassuring presence that people can de- pend on. Powerful brands nurture, the people that come to work, buy products and invest in companies. Business al- ways comes down to connecting with people on a human level. Powerful brands are creative concepts that stimu- late the imagination and emotions in ways that most CEOs cannot. With a powerful brand, the CEO has a tool to open
ter alternatives, cheaper alternatives, easier alternatives. To achieve that kind of priceless cohesion, you have to build and continually maintain the brand campfire - and make it into a bonfire for the world to see. At John Deere, they say people bleed green because the brand is so deep. 6. Brands Deliver Business Value Multiple Ways: Because powerful brands are sticky, they have the ability to build a moat around the business. Customers remain loyal even in the face of superior performing or lower priced compet- itors. People forgive and forget product and corporate er- rors. People are more willing to try new products, services and experiences from brands they love which accelerates sales. If you have a vision to build an empire, but a brand to amplify the upside and mitigate the downside.
minds, raise hearts, command attention, bring everyone together and protect the business again in a volatile, uncertain, complex and am- biguous world. Jane Cavalier, CEO and Founder of Bright- Mark Consulting, is a nationally recognized brand strategist, board member, blogger and author of bestselling business book The En- chanted Brand (Amazon). She helps organi- zations conquer a changing world with pow- erful brands and reputations. Recognized for creating breakout brands like Snapple and Qwest, Jane has worked with over 100 organizations including American Express, Johnson & Johnson, ExxonMobil and the U.S. Navy. Visit www.brightmarkconsulting.com. PPC To Host Boot Camp, Drupa-Inspired Trade Show This June, the Paperboard Packaging Coun- cil (PPC) will host PPC Week, a five-day event filled with folding carton insights and educa- tion. Featuring the association’s signature Folding Carton Boot Camp along with a Dru- pa-inspired trade show in Springfield, Mas- sachusetts, the event will give paperboard packaging professionals updates on the latest tools and technology in the industry. The “boxapalooza” will commence with Boot Camp on June 6-7 and will continue with the trade show, featuring supplier case studies, on June 8-10. All programs and trade shows will be held at MGM Springfield. Folding Carton Boot Camp, PPC’s signature “Carton 101” training for industry newcomers,
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May 23, 2022
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