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06/08/2007

Shevlin: Brand as infrastructure

Great post from Ron Shevlin where he states that "brand is infrastructure" for a company. As in, people should stop looking for direct ROI (which often ends in tears) and think of it as a platform - good things can we done with it. Bit like investing in and developing your IT infrastructure:

Over the past 20 years, CIOs have gotten a lot smarter about how to craft and justify their IT infrastructure investments. It took a lot of work on the part of the more successful CIOs to demonstrate how IT infrastructure enables and supports current and future business capabilities.

CMOs need to take a similar approach, and treat their investments in brand as infrastructure, and demonstrate how those investments enable the sales and marketing capabilities their firms develop. The free ride (i.e., spuriously linking brand investments to changes in sales) isn’t going to last forever.

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