Your brand should be the focal point of your marketing effort. Many times the sales and operations efforts will swamp the branding and eventually dilute the best. Starbucks saw this first hand in its efforts to improve efficiency when it converted to automated espresso machines. While producing short term results, it diluted the brand and culture, prompting the founder to return to run the company and stating we have lost “the smell of coffee” because the new efficient machines did not allow the aroma to escape in the process. MarketingProfs has some good tips to encourage the Four Best-Practices for Renovating Your Brand—Before It’s Too Late…
Elliott Cunningham is a Business and Marketing leader with the ability to identify and capitalize on unique opportunities to drive revenues and superior customer loyalty. He is able to successfully manage multiple, concurrently-running environments, evidenced by a track record of achievements including CMO of the Year from the Nashville Business Journal.