Although most companies have defined and crafted a brand story, senior executives are not sure whether the value proposition is conveyed accurately by employees to potential customers, according to recent research from FocusVision and InnerView.
The report was based on data from a survey of 250 professionals who work for midsize and large companies (annual revenue of more than $250 million).
Some 87% of respondents say their company has defined or attempted to define a brand story that describes its value proposition.
Overall, some 41% of respondents say the brand story does not get distorted/diluted by the time it reaches the end buyer, 29% say it does, and 29% are not sure.
Take the first step (it's free).
You may also like:
- Six Ways to Strengthen Your Brand Through Product Packaging
- How to Inspire People to Love Your Brand the Way They Love Harry Potter (or Starbucks or Disney or MarketingProfs!): David Meerman Scott on Marketing Smarts [Podcast]
- How to Achieve Cultural Velocity (And Why You Need to): Jonah Berger and Stefan Burford on Marketing Smarts [Podcast]
- Secrets to Finding the Perfect Name for Your Brand: Jeremy Miller of 'Sticky Branding' on Marketing Smarts [Podcast]
- The 10 Most Valuable Global Brands