BrandMaverick Builds Brands From the Inside Out; Labels New Category `Brand Stewardship'.Business Editors ST. LOUIS--(BUSINESS WIRE)--May 21, 2002 Brand work most often falls short because it doesn't parallel the beliefs and expectations of the people closest to a brand: employees on the inside of the company, says Brian Creath, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of BrandMaverick, a St. Louis-based brand development and management firm. "Traditional marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales often neglects employees, skipping straight to customers and prospects for every answer to a brand's direction," says Creath. "We've found when employees and stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. are a primary and on-going audience in a brand's development, that overall brand belief, sustainability and success increase substantially." Creath, whose firm works with Fortune 1000 organizations to help build and strengthen brands, says that properly built brands help a company fully align corporate vision, culture and image. He says that his firm uses a wide range of processes and tools to help organizations more effectively and efficiently manage their brand opportunities. While other professional services (job) professional services - A department of a supplier providing consultancy and programming manpower for the supplier's products. firms such as management consulting firms List of Management Consulting Firms 1. McKinsey & Company 2. Marakon Associates 3. Boston Consulting Group (BCG) 4. A.T. Kearney 5. Booz Allen Hamilton (BAH) 6. Monitor Group 7. Bain & Company 8. Roland Berger , advertising and marketing agencies and organizational development/training firms may offer specific elements of the brand development and management process, Creath says his firm is focused exclusively in this category. "We're working in a strategic niche we now refer to as Brand Stewardship stewardship the occupation of being a steward or custodian. Referring to animals it implies the caring sort of relationship based on an acceptance of the need to include the rights of animals in overall plans to maintain financial viability. ." "This is a new business category born from experience, objectivity and real corporate need," says Creath. He says the key to the overall Brand Stewardship process remains a fundamental belief that brands should begin on the inside of an organization and then grow organically to external audiences; a philosophy that flies in the face of conventional, `customer-only' marketing wisdom. "Employees are a brand's most important audience," says Creath. "They can be ardent (Ardent Software, Inc., Westboro, MA) A database vendor formed in 1998 as the merger of VMARK Software, Unidata and O2 Technology. Its products included the UniVerse and UniData databases and DataStage data warehouse utility. supporters or quiet saboteurs." ABOUT BRANDMAVERICK BrandMaverick is a leading, St. Louis-based brand development and brand management firm, focused on helping Fortune 1000 companies maximize the real and potential corporate value they provide to customers, employees, shareholders--and ultimately, the world at-large--through a unique, and highly differentiated combination of strategy, experience and stewardship. For more information, visit the BrandMaverick website at www.brandmaverick.com. |
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