Hitting a Moving Target

Stephen W.T. O'Keeffe

Discusses the difficulties and suggests approaches to building brands in the new information technology markets.

Hitting a Moving Target

The challenges of branding in IT&T

Stephen W.T. O’Keeffe. O’Keeffe & Company, McLean, VA

What is a brand? In today’s rapidly evolving business world, defining brand has become a crucial step in designing integrated marketing plans that envelop all aspects of marketing communications, including the advertising and public relations functions. A brand is a corporation’s fingerprint, the defining feature, however slight, that makes a company different from its competitors and establishes its unique value for its customer. In a time when speed to market is more critical than ever, this intangible feature is often...

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