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4.5 Critical Success factors and pitfalls

Whether all recommendations will lead to instant success depends on many factors. Nonetheless I am fully confident that all above mentioned recommendations will contribute significantly to better brand performance and to a more structured and transparent marketing and communication organization. Last but not least I would like to emphasize both size of the coin by highlighting the critical success factor and pitfalls.

Critical success factors can be addressed as;

  • Effectiveness of implementation.
  • Understanding of urgency and reason for change.
  • MT Management support and trust.
  • BU management support and trust.
  • Willingness of employees.
  • First quick wins.

Pitfalls can be addressed as;

  • Doing nothing and continuing today what we have done yesterday.
  • Implementing without full understanding and support of MT and local business unit managers.
  • Implementing without proper preparation, milestones and Deming-cycles (Plan, Do, Check, Act cycle)
  • Implementing without ownership, accountability and responsibility.

So far so good…the next step is going to be the most complicated one: setting up a congruent and consistent corporate branding process which guides you and your organisation into the next phase of competitive differentiation and a profitable future.

Good luck to you and your marketing team in your quest for operational, tactical and strategic implementation of your corporate branding process.

Ronald van Haaften