It seems obvious that an organization’s image and market perception is critical. Too often, however, companies fail to understand the distinct impact that weak or inaccurate brand perception can have on their bottom line. As a result, they may under-invest in developing and managing their brand, even as buyer behaviour has changed so profoundly. Or worse – they invest scarce marketing dollars without first having a clear and compelling market positioning.
In this article, John Lenzen, Chief Marketing Officer at Rural Sourcing (a Bain Capital Double Impact Company) provides some very practical steps for improving brand perception, especially when how customers perceive your brand gets ‘Out of Whack’ with your market positioning.