Managing a brand is similar to conducting a symphony. Typically, there is a Brand Champion/CMO (conductor), team members (musicians) and brand assets (instruments). A strong performance involves the best talent and available resources that are orchestrated flawlessly and delivered as a single brand vision (beautiful symphony) to its audience(s). Let’s take a closer look at how to fine-tune a brand using tools like a BAM or DAM to achieve the best results.
Mary DeBonis fell in love with franchising right after college and in her first job as marketing manager for a 500 unit hotel brand named Howard Johnson. Since then, she has had the honor of marketing brands such as Coldwell Banker, Huntington Learning Center and Mosquito Hunters. Most recently, Mary is the marketing director of Inkbench, a brand management platform she needed long ago and didn't know existed!
Recently our Inkbench CEO, George Abraham and I embarked on a cross-country business trip to the Mile High City—Denver, CO. Inkbench was sponsoring the IFPG Denver Regional Mixer and we spent the day (and evening) with IFPG members. Not knowing what to expect, we quickly realized it was an extraordinary opportunity to learn from, and network with franchisors, other supplier/partners, consultants and the IFPG team. We also had the good fortune to be invited to a lively rooftop reception at the Franchise Tailgate the evening before, reconnecting with some familiar faces, while making new “FranFriends.”
Overall, Denver was a very successful business trip on many levels and here are just three of the valuable lessons I learned (or relearned):