Imagine you are an executive responsible for your brand. You guide the evolution of brand messaging to the marketplace and curate its essence as changing customer preferences swirl around you. Most powerful brands are grounded in high-quality products or services, deliver a unique value proposition, and often represent a cultural significance that appeals to customers. Curating each of these elements to maintain your brand prominence is at the top of your list.
A big part of your job is to ensure that the brand promise, lofty words written in strategy decks, comes alive and is reinforced in each customer interaction. Your brand promise is influenced by a surprising combination of mundane and creative elements – everything from packaging to return policy to customer service to your marketing and influencer strategy.
Full Article: https://thewisemarketer.com/retail/brand-power-and-influencer-marketing/
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