Marketing capability strategy: Keep the brand promise
Tim KanerThe Value Engineers
A marketing capability strategy should ensure the brand proposition carries through to the customer experience.
Muhtar Kent, president and CEO of The Coca-Cola Company, is quoted as saying 'a good brand is a promise kept'.
Marketers are already well trained in the art of making promises. They spend a lot of time, energy and resource defining, developing and making brand promises. Standard marketing capability programmes cover topics such as insight, innovation, offer development, positioning, route to market and communication, and train marketers in the skills needed to take...