Magazine article Marketing


Magazine article Marketing


Article excerpt

Convincing staff on mergers

Bruce Davis, Senior Consultant, The Value Engineers--Strategic Brand Consultancy, Beaconsfield, Bucks

With reference to Laura Mazur's article on brand mergers (Marketing, March 16), I would like to suggest taking the argument a stage further.

In a clash of the titans, brands can become the pawns of business strategy when, in fact, they should be the kings and queens. Therefore, businesses that try to paper over the cracks between the brand and its corporate culture with just identity and high-flown values will not realise the expected value of merged brands and businesses.

It is as much a question of internal employee conversion and involvement as external customer communication. There is nothing worse for employees than working within a brand that's living a lie, and customers will see right through it!

Strategic brand consultancies, in an increasingly service- and corporate-branded world, must deliver a strategy and process that deals with the 'how' as much as the 'what'.

Giving the business the tools to communicate and establish the brand everywhere it touches the employee and the customer is what really counts.

Mindshare's Proctor rules himself out of race for ITV hot seat

Dominic Proctor, chief operating officer, MindShare, London WC2

There has been some speculation in Marketing that I may be a candidate for the CEO position at ITV, so I thought I should set the record straight.

I have a wonderful job in setting up MindShare around the world and helping it grow into the biggest and best media specialist. …

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