Jonathan Andrews

There is an increasing body of evidence that makes the case for solid employer brand management.

One of the great things that eMarketing has done is level the playing fields. The barriers to entry for online marketing are far lower than more traditional marketing channels.

eCommerce and eBusiness have come a long way in a relatively short space of time. This evolution has created a set of online marketing channels that are fast, targeted, adaptable and easy to use.

There are many reasons why Kevin Lane Keller is widely regarded as one of the most notable strategic brand planning and marketing thought leaders in the world today. His resume is impressive.

Brand vision has evolved from brand positioning. Where positioning is defined as the specific niche in which a product sees itself as occupying in the competitive environment and by differentiating its superiority to competitors, the brand vision is what the company ideally wants to reflect outwardly.

Managing a brand is similar to building a reputation. It grows slowly, gaining trust and loyalty from its followers until it becomes established. Brand recognition and consistency in the marketing message builds trust which in turn leads to increased sales.

People are fundamentally sheep - isn't that what we're always told? Sure, everyone likes to think that they are an individual and that they make individual decisions about what they do and how they choose to act, but the reality is that most of what we do is heavily influenced by the behaviour of others.

Successful leadership practices and professional business management skills are proficiencies that develop over time. Certainly, some people are born leaders, but there are certain areas that can be concentrated on to develop leadership skills.

The way that many businesses and marketers strategise is perhaps counterintuitive. One important variable is frequently overlooked. This is the behaviour of people. Would it not make sense if human behaviour were to shape the formulation and execution of strategy? Surely, this is a sure-fire way to create strategies that are more robust and destined for success.

Think about any great brand. Disney, Johnson & Johnson, Levi Strauss, Starbucks and Apple are just a few examples. Great brands do not happen by accident; rather they are the result of careful and creative brand planning and the timely execution of innovative marketing strategies.