(Houston, Texas – October 22, 2003) – Recognizing that traditional brand-building methods often fall short of their objectives because they are imposed from outside the organization, or from a small, perhaps isolated, group within the organization, The Brandsoup Agency Founder and President Tracy Rummel and consultant Nick Zeniuk, founding member of the Society for Organizational Learning and frequent speaker and consultant on the subject, have collaborated on a paper exploring Brand Realization , a uniquely Brandsoup process which recognizes that branding must begin from within the organization.
Houston, Texas(PRWEB) October 22, 2003-- Recognizing that traditional brand-building methods often fall short of their objectives because they are imposed from outside the organization, or from a small, perhaps isolated, group within the organization, The Brandsoup Agency Founder and President Tracy Rummel and consultant Nick Zeniuk, founding member of the Society for Organizational Learning and frequent speaker and consultant on the subject, have collaborated on a paper exploring Brand Realization , a uniquely Brandsoup process which recognizes that branding must begin from within the organization.
In The Purple Paper," available by registering at www.thepurplepaper.com, Rummel and Zeniuk write, Many branding approaches stress the importance of customer and market research, yet few methodologies offer a way to engage employees in the process. And therein lies the shortcoming: The most creative and well-conceived ad campaign can fail to fulfill the brand promise when the brand-building process is disconnected from the people who must deliver that promise every day."
Building on Peter Senges concept of a learning organization and Daniel Golemans work in the area of emotional intelligence, Brand Realization is an organic process that touches all aspects of an organization.
The Purple Paper includes examples of how reactive approaches to branding will most likely not succeed. By contrast, the experience at RKI, Inc. provides a good example of how Brand Realization begins with listening. The early stages of the process involved employee round tables, interviews and leadership discussions.
To achieve the RKI, Inc. vision, RKI leaders agreed on priorities and charted cross-functional teams for each priority. After just six months, RKI, Inc. has achieved significant results from Brand Realization , including new programs and partnerships, increased sales and by year-end, three people will be cross-trained for every job in the company.
RKI, Inc. CEO Tom Rawson said, We now have more brains, more hearts and more input into all our decisions, and people are now feeling more ownership in those decisions."
Rummel has dedicated her career to driving revenue with the application of both traditional and non-traditional marketing. Her experience includes 12 years of marketing with companies such as Nokia, Siemens and Sprint as well as two of her own companies - Marketing by Design and The Brandsoup Agency. She now combines her experience to create and support brand strategy for her clients at Brandsoup, the brand strategy and management firm she launched in 2001.
Zeniuk, a former executive at Ford Motor Company, where he directed up to $3 billion of investment for various Ford programs worldwide, is a consultant, author and speaker whose work focuses on helping clients achieve desired business results using organizational learning/action research tools and methodologies. He is a founding member of the Society for Organizational Learning and has collaborated in knowledge creation and innovation projects through action research at the U.S. Department of Defense, Hewlett-Packard and others and has been featured in such publications as Fortune.
Brand building services offered by The Brandsoup Agency include brand strategy development, vision strategy development, channel and consumer promotions, sponsorships, advertising, publicity, communications and marketing program development, competitive analysis and Web site design, development and hosting. To learn more, visit www.brandsoup.com or call 713-294-9888 or 888-248-4521.
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