December 7, 2004
Excerpts: Herb's Hints - Part V
This rule always helps me remember one of the most important components of success for a company. And since running a company is what Ive been doing for a large part of my career, I include this rule in my list to make sure its always at the front of my mind. Outstanding marketing is what most often brings business growth and consumer loyalty, as well as increasing a companys brand recognition, making consumers aware, interested, and excited about a product. A great brand, when marketed well, is the Holy Grail of businessa lasting source of pride and profits; its the driving force that makes your product sing. However, ineffective marketing or poor product quality can send a brand into a death spiral, causing it to disappear into the marketing graveyard.
Marketing is important because the brand lives in the mind of the customer, creating a feeling tied to an image. The man who buys Ralph Lauren for its stature and solid feeling, the aspiring athlete who wants Adidas on his feet when he plays soccer, the housewife and amateur chef who shops at Williams-Sonoma for elegant, high-quality products, or the family who buys Dial soap for its antibacterial protection. The brand creates an impression in the mind of the consumer, drawing them into the world that is your company. Brand marketing is essential in the world of consumer products. The brand perception, whatever it may be, reflects on the leader of the company as well, and vice versa. Marketing is everything. It rules the world.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.