Developing Decision-Making Tools

Viewpoint by Jeff Smith, Partner

Brand-building decisions are made every day; whether they are coordinated or well managed is the real issue. Many complex global organizations house their brand-building and marketing expertise in decentralized business units. There, decisions are made daily that positively or negatively affect brand-building efforts and overall organizational success. To inject more consistency and rigor into the mix, many global organizations are recognizing the need to adopt a fact-and tool-based approach to driving key brand decisions. Tools such as brand name decision models, brand equity monitoring systems, training programs, web-based corporate identity systems, and HR performance systems are all ways an organization can regain control over the levers that really drive brand building. An organization that understands the key building blocks of brands—employees, customers, stakeholders, and management—is one that will most likely benefit from the systematizing of decision making. With key decision makers set up to support the brand and business strategy, these businesses stand to reap the greatest rewards associated with strong brands.