A Brand Is Not a Logo
A colleague once said that the derivation of the word brand came from the ownership mark on the rump of cattle. Maybe so, but today a brand is much more about what your customers and potential customers think of you. And if they like what they think, then maybe they’ll wear your tattoo.
The starting point for a brand strategy is to think about what the single most important value the company presents to the world. Does the marketplace see you in the same way? People rarely think about a brand. They think about what they need. Then they think about who can fulfill that need. It’s your responsibility to be at the top of mindshare. It’s not just about awareness, it’s about fulfillment. Build from your strengths. Articulate your unique selling proposition. (more…)
Founder and
president of IT Exchange Group, Dana Toland oversees conference programs and services, as well as operations. Under Dana's
leadership, IT Exchange Group has evolved into a premier strategic marketing and meeting planning company primarily serving
companies in the IT industry. She has over fourteen years of experience in event marketing and operations, and was previously
employed by Daratech, Inc. and Relocation Resources International.
Vice President of Marketing of IT Exchange Group, Vicki works on all aspects of strategic and tactical marketing. She manages much of the conference planning and logistic services. Vicki has over fifteen years experience in marketing and creative services and was previously employed at Daratech, Inc. and the International Data Group.