RSS for tag 'brandbuilding'

fidelity pushes brand aside to focus on product

10/13/2007 07:06:15 AM
The latest news from Fidelity investments announcing the departure of a key marketing executive who developed its recent brand campaign, is yet another example of the ongoing marketing battle between product and brand marketers.

Focusing on brand building made sense as Fidelity had a great opportunity to carve out its own mind space with the Baby Boomer audience.

Perhaps the company feels that the brand job has been done and they can now switch to products. Clearly the market is changing and there's going to be more pressure on selling.

However, the only solution is to do both, build brand and sell product at the same time because success internally and in the marketplace depends on finding the right combination of brand and product message, focus too strongly on one and you can end up in trouble.

Ironically, Fidelity was supposed to be presenting its brand case study at the ANA conference.





Posted by Ed Cotton
Tags: investing (2) fidelity (1) finance (5) brandbuilding (1)

Articles for tag brandbuilding (1 total).