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<i>This would be a great subject to address at the national board.
Once we understand what the "brand promise" is, then a specific
strategy can be developed to address our target audiences. Being
consistent in our market strategy is crucial, as Michael said,
everyone should tell the same story from the larger perspective.
However, lets not mix-up the two ... "marketing" and "public
relations" are two different strategies requiring different
approaches. <br>
<br>
One item that even confuses me.... is why we keep changing our
"branding slogans"...... we've had several over the years. It
adds to the overall "branding" confusion for our public. <br>
<br>
Karen~<br>
<br>
<br>
<br>
<br>
</i>
<blockquote cite="mid:53B17F24.3030703@themareks.com" type="cite">On
6/29/2014 2:39 PM, DOUGLAS E. JESSMER, Lt Col, CAP CAP/PM wrote:
<br>
<blockquote type="cite">Hey, everyone, so far, got some great
ideas, which is what I wanted — I
<br>
was more interested in seeking ideas and input than getting
direct
<br>
answers to my questions, anyway. I'm hoping we can get some
folks to put
<br>
our heads together and make them work. Keep those cards and
letters
<br>
coming...
<br>
</blockquote>
<br>
I am not sure that CAP's "brand promise" is well understood in the
field. I don't believe that I have ever seen a strategic message
brief explaining it.
<br>
<br>
Once we know what our brand promise is, and our strategic
messages, we need to find ways to integrate them from top to
bottom in the organization, i.e. get everyone telling the same
story. Otherwise, people invent their own, based on their local
vision.
<br>
<br>
<br>
-Michael-
<br>
<br>
<br>
<br>
<br>
<br>
_______________________________________________
<br>
Subscribed Email Address: <a class="moz-txt-link-abbreviated" href="mailto:karenc@smyth.net">karenc@smyth.net</a>
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<br>
<br>
<br>
</blockquote>
<br>
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