Centralized Marketing Organizations: Building the Brand from the Hub

Apr 04, 2001, 01:00 ET from Best Practices, LLC

    CHAPEL HILL, N.C., April 4 /PRNewswire/ -- As many marketing organizations
 struggle to build a consistent brand identity, the world's top marketers build
 dominating brands by concentrating marketing authority under a chief marketing
 office, according to a new study from Best Practices, LLC.  Disjointed
 marketing organizations often produce inconsistent marketing messages and weak
 brand images.
     "Empowering Corporate Marketing: Building a Customer-Centric
 Organization," available at www.BenchmarkingReports.com, reveals that leading
 companies form marketing excellence councils to centralize marketing power.
 For example, one chemical company assembles marketing representatives from
 each of its business units for council meetings, in which the marketers
 discuss issues such as resource allocation, business strategies and training.
 In its short existence, the council has established global marketing
 standards, improved talent retention and increased the company's ability to
 anticipate future trends.
     The best practices, managerial insights, lessons learned and benchmark
 metrics in "Empowering Corporate Marketing: Building a Customer-Centric
 Organization" are drawn from interviews with executives at ten companies
 across several industries.  BPLLC project analysts identified the following
 key drivers for building a market-driven organization:
 
     * Create formal standards and management processes to increase brand
       consistency and long-term equity.
     * Deliver coordinated marketing communications and provide consumer
       insight to build strong channel partner relationships.
     * Integrate customer databases to enable product and service offerings
       based on total customer needs and lifetime value.
     * Align marketing structures with major customer segments to orchestrate
       customer acquisition and retention strategies.
     * Build strategic partnerships to meet diverse and evolving customer
       priorities with robust product and service solutions.
 
     "The marketing organization is the nexus of today's leading multinational
 enterprise - it's the point at which sales and new product development
 intersect with customers," notes Project Leader Kristen Ryals.
     "Best Practices in Pharmaceutical Sales" is available for purchase at
 http://www.benchmarkingreports.com/pr/sm137.htm.  For more information about
 the report or other benchmarking studies, contact Jon Hess at jhess@best-in-
 class.com or 919-403-0251, ext. 238.
 
     ABOUT BEST PRACTICES, LLC
     Best Practices, LLC, conducts work based on the principle that
 organizations can chart a course to superior economic performance by studying
 top companies' best business practices, operating tactics, and winning
 strategies.  For more information about Best Practices, LLC, call 919-403-0251
 or visit the corporate website at http://www.best-in-class.com/.
 
 

SOURCE Best Practices, LLC
    CHAPEL HILL, N.C., April 4 /PRNewswire/ -- As many marketing organizations
 struggle to build a consistent brand identity, the world's top marketers build
 dominating brands by concentrating marketing authority under a chief marketing
 office, according to a new study from Best Practices, LLC.  Disjointed
 marketing organizations often produce inconsistent marketing messages and weak
 brand images.
     "Empowering Corporate Marketing: Building a Customer-Centric
 Organization," available at www.BenchmarkingReports.com, reveals that leading
 companies form marketing excellence councils to centralize marketing power.
 For example, one chemical company assembles marketing representatives from
 each of its business units for council meetings, in which the marketers
 discuss issues such as resource allocation, business strategies and training.
 In its short existence, the council has established global marketing
 standards, improved talent retention and increased the company's ability to
 anticipate future trends.
     The best practices, managerial insights, lessons learned and benchmark
 metrics in "Empowering Corporate Marketing: Building a Customer-Centric
 Organization" are drawn from interviews with executives at ten companies
 across several industries.  BPLLC project analysts identified the following
 key drivers for building a market-driven organization:
 
     * Create formal standards and management processes to increase brand
       consistency and long-term equity.
     * Deliver coordinated marketing communications and provide consumer
       insight to build strong channel partner relationships.
     * Integrate customer databases to enable product and service offerings
       based on total customer needs and lifetime value.
     * Align marketing structures with major customer segments to orchestrate
       customer acquisition and retention strategies.
     * Build strategic partnerships to meet diverse and evolving customer
       priorities with robust product and service solutions.
 
     "The marketing organization is the nexus of today's leading multinational
 enterprise - it's the point at which sales and new product development
 intersect with customers," notes Project Leader Kristen Ryals.
     "Best Practices in Pharmaceutical Sales" is available for purchase at
 http://www.benchmarkingreports.com/pr/sm137.htm.  For more information about
 the report or other benchmarking studies, contact Jon Hess at jhess@best-in-
 class.com or 919-403-0251, ext. 238.
 
     ABOUT BEST PRACTICES, LLC
     Best Practices, LLC, conducts work based on the principle that
 organizations can chart a course to superior economic performance by studying
 top companies' best business practices, operating tactics, and winning
 strategies.  For more information about Best Practices, LLC, call 919-403-0251
 or visit the corporate website at http://www.best-in-class.com/.
 
 SOURCE  Best Practices, LLC