Tom Marx, president and CEO of The Marx Group, will present “Power Branding” to the 2013 VIPAR Heavy Duty Annual Business this week at the Marco Island (Fla.) Marriott. Marx will provide heavy duty distributors with step-by-step ideas on how to achieve and use strong brand equity to improve their operations.
“Effective branding builds on and takes advantage of a strong synergy between a company and its customers,” explained Marx. “This requires knowing a customer’s wants, needs and buying behaviors.”
Marx says developing a vital, ongoing and trusting relationship between your company and your customers takes an investment in time and effort, as well as consistent application. He will explain the five branding forces of position, promise, personality, story, and elements with practical examples of companies that have mastered this process.
The co-author of “Marketing Sucks (and Sales, Too!),” Marx will explain how some companies create extreme customer loyalty while also increasing sales and profit margins. He will also provide practical tips to help refresh a company’s marketing and approach to branding. Marx believes collaboration is one of the most important activities a company can pursue to improve their marketing.
“Be creative in who you reach out to and include,” says Marx. “Not only should you include your customers and prospects in marketing, you also can impact important people through local events within your community. Here’s where you can reach future employees and new customers. Collaboration breeds success.”