brand vs demand - kate pennell, brand and communications manager, ibm, louise beaumont, interim...
DESCRIPTION
This presentation focuses on the tension between brand development and demand generation. It looks at whether it’s possible (or desirable) to sacrifice brand for demand. It examines whether demand generation itself can grow brand. And we hear the experiences of IBM and Sage as they successfully combine the two. www.demandgenerationsummit.comTRANSCRIPT
Brand or Demand. Brand and Demand?Louise Beaumont, LogicaKate Pennell, IBMSteven Elliott, Banner
What is your company’s current marketing i it ?priority?
• Increasing positive brand awareness
• Generating new name new business
D i i th f i ti t• Driving growth from existing customers
• Marketing has not been given a clear priorityMarketing has not been given a clear priority
What is the best way to build a technology b d?brand?
• Brand advertising
• Positive PR (media and analyst relations)
C i i l di b• Creating social media buzz
• Providing great customer experience• Providing great customer experience
