'Beyond the Brand: Why Engaging the Right Customers Is Essential to Winning in Business'

Share this content:
Many companies focus their strategic thinking around current marketing needs by getting into a conference room and divining the future (or attempting to). It's a very inside-out or top-down approach. In a reversal of this traditional process, exceptional companies use an outside-in approach, or bottom-up strategy, to focus their thinking on engaging in a dialogue with the other members of their community, allowing them to co-create innovations with their customers.


This holistic, organic strategy allows companies to recontextualize and reframe their brand continually, making necessary adjustments as the community and customers evolve.


In the context of the rapidly changing business environment, it is time to question what we already know and how we attempt to learn what we don't. Are we using tools that provide us with meaningful and useful insights that can drive corporate strategy from the context of our customers, bottom up through the organization?


Can data be transformed, from the bottom up instead of top down, into relevant innovation in branding and product development? The only solution is to develop new ways of understanding and finding meaning in the dynamic flux.


http://www.dmnews.com/pdffiles/beyondbrand.pdf
Loading links....
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here