First, a HAPPY THIRD BIRTHDAY to Death To Internal Marketing (DTIM).
Hard to believe we’ve been having this conversation for some 1,100 days.
On to business…
I am currently working on several strategic corporate brand positioning exercises, all including important employee engagement requirements, for very different businesses. Different sizes, geographic scope, and industries.
Yet their stories are remarkably, eerily similar.
All have started as “provincial” players who excelled at one thing. They got a bit bigger and more confident, and started adding services both organically and through acquisition.
All of their brands face similar challenges:
- product or service lines that have broadly greater equity than the emergent “Corporate” monolithic brand that is seen to be required to bring clarity, order and efficiency to ensuring the brand strategy supporting the business strategy.
- cultural differences at both social and corporate levels, internally and with client/customer/marketplace
Something tells me that if all of the projects I am working on have such similarities, it must be a broader brand issue — SMEs finding their feet in new markets and a requirement for more sophisticated brand strategy. Which requires investment.
I think we will see some interesting developments in SME branding in the coming year…