Quick Study: Articulation Of Brand Positioning; Agency Growth; Consumer-Generated Media; Word-Of-Mouth Marketing


I Know What It Is - I Just Can't Say It A new strategic leadership study from Louws Management Corporation reveals some unsettling news: While the majority of the 711 advertising and marketing professionals surveyed were aware of their brand's positioning, only 25% could articulate it to clients, customers or perspective clients. Among the findings: 80% of respondents said they are strongly aware of their company's brand positioning; 30% of senior management can't clearly articulate their company's brand positioning; 45% said their company has no formal strategic planning and development training for employees. Among those who do, 50% train once a year and 25% train occasionally or sporadically; 41.5% of respondents agree that strategic thinking is a lost art; and 89% feel that their agency provides proactive strategic brand and marketing leadership. These dichotomous findings raise the question of PR practitioners' necessary role in ensuring that marketers are clear on a brand's message; after all, it may be a primary responsibility of marketing to put out the brand in the tangible form of advertisements, but it is PR's job to cultivate that brand - and its awareness - and to make it clear to all constituents, including those within the organization.

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