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Beyond Stewardship to Brand Infusion
Author(s) -
Speak Karl D.
Publication year - 2000
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2000.tb00287.x
Subject(s) - brand management , stewardship (theology) , business , brand awareness , brand equity , marketing , brand names , advertising , political science , politics , law
TO REAP TRULY strategic returns on brand assets, Karl Speak urges organizations to “live the brand.” He outlines transitions that move companies from brand awareness to brand stewardship to brand suffusion. Then he gets down to basics, recommending specific tactics that help translate “living the brand” from motto to reality—committing to brand suffusion with a memorable inaugural event, offering ongoing brand training, recognizing valued brand behavior, celebrating brand achievements, and providing clear brand leadership.