"Yesterday’s
success is history. Today’s success is fleeting.
Tomorrow’s
success is at best capricious."
Stockholders
and the financial community will continue to pressure corporations
to improve performance at all costs, and much is sacrificed.
As a result, executives
force their marketing department to “get the job done” with
less money and fewer resources, knowing full well that
short-term and long-term brand
positioning will suffer.
Today, C-level executives
may have an understanding of their positioning, yet
they know they have an urgent need for clarity of that positioning
and a dire need that it be communicated with a laser-like
effect throughout all levels of the organization.
Why? Because
these executives understand that sales and revenue are driven
by a clear, focused positioning that is embedded in the
consumer’s mind, and at all
levels of the organization and its distribution channels.
In addition, this positioning adds competitive potency
for the organization.
Louws gets this-we have been
there. We have run companies, sold companies, started companies
and counseled scores of clients to the resolution of declining
sales and image.
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Consulting Executive Summaries in Adobe Acrobat
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Today, C-level executives
think they have an understanding of their positioning, yet
they know they have an urgent need for clarity of that positioning
and a dire need that it be communicated with a laser-like
effect throughout all levels of the organization.
It was revealed in Louws “Strategic Leadership Survey” conducted
in April 2006, that 1/3 of Senior Management could only “somewhat
articulate” or found it “difficult to articulate” their
own company’s brand position. And astoundingly, 1 out
of 4 Executives could “somewhat articulate” or
found it “difficult to articulate” their company’s
brand position.
As one Marketing Executive
told us: “The greatest challenge
is keeping our vision dynamic, our positioning relevant in
a fast changing marketplace.”
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