What does it take?
Great ideas and great strategies are good ingredients for a successful brand marketing strategy, but a very important one, in my experience, is also the ability to do it, to make it happen. What does a programme to introduce and run a customized brand require from an organizational perspective? This chapter gives some ideas of where to focus.
For a brand to be customized effectively it must be tightly and properly defined, as explained earlier on. The management requirements are similar. The process must be held together tightly to avoid getting out of hand. This can easily happen under normal circumstances; with many more activities going on, the chances of it happening are even greater.
This tight control must however, in our view, be balanced by a will to delegate responsibility as far as possible to get the point of decision as close to the customer interface as is feasible. Actually, the clearer the brand proposition, the easier it is to delegate as all know what is required to deliver a superior brand experience to each customer.
The leading Swedish bank Svenska Handelsbanken has a unique track record in Scandinavian banking in that it is the only bank that has shown consistent profitability over