Aha! Insight Technology Blog

Excerpt from Aha!’s Research Insight (white paper), “Building a Global Brand Communications Platform in the 21st Century for the Fortune 1000″. For more information about obtaining a copy contact dennis.pannuto@ahainsight.com.

…in order for a brand to successfully position itself competitively, to gain market share and exploit evolving market opportunities, it needs to think beyond functional applications. Brands need to successfully implement Global Brand Communications Platforms that are able to effectively engage their customers in conversation, repurpose content in a variety of formats and dynamically deliver that content through multiple channels…

The New Company gets it…

Any initiatives that affect Marketing Communications at a company need to be driven and supported at the highest level; they will otherwise not succeed and will fail due to competing interests within various groups. In addition, it is important that the executive delivering the vision clearly understands that giving the command is less important than leading the charge.

The executive leading the charge will have to effectively support an execution framework to make the vision reality. There is no silver bullet. This isn’t about technology changes; this is changing the culture; change is disruptive; culture is made up of people. The technology has to be nimble but, more importantly, the processes of how people work have to be as well. The executive leading the charge needs a core team who is on board to craft an execution strategy and nurture it to success. There are no shortcuts to change. Otherwise, the execution won’t sustain the vision.

The New Company gets that no matter how long they’ve been in business, it must reinvent itself, oust the status quo and truly engage their customers because their customers are not outside the doors of the office anymore; they’ve made their way inside the building, the manufacturing facilities, the distribution centers and even the board room.

Dennis Pannuto is the President & Founder of Aha! Insight Technology. You can reach him at dennis.pannuto@ahainsight.com

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