MARKETING RULES.- Session 02. Promotion and advertising.

Listen to Mark and Fiona discussing the possibilities of a brand change and the impact on the company sales. Mark is a Junior Executive posted as Project Manager for the brand change and Fiona is a Marketing external consultant advising the company in this process.

Mark: As you already know, we have discussed your file on the brand change at the executive committee and we have a few concerns about it.

Fiona: I'll be happy to hear them and give you my best feedback.

Mark: First of all, if we really change our brand, wouldn't it create confusion amongst our customers? Keep in mind that they've been working with us for more than 40 years and we must remember that our name means quality and good service.

Fiona: That's an excellent point but that's why you should launch a public communication campaign. This way you will be able to inform all your customers about the future changes.

Mark: Yes, we see that, but how could we maintain our reputation as an excellent company if we switch to a new one?

Fiona: Listen Mark. The main aim of this campaign isn't to create a new firm but to link the new brand to the experience of the previous one. You're going to present something new but still connected to the excellent performance that you had before. This way, customers might have the best of both worlds: innovation and tradition.

Mark: All right but will this change be seen as something really useful rather than as a superficial thing? Our brand has been one of our greatest actives and we mustn't give it away for free.

Fiona: I understand what you say and in order to do so, you must inform the market that this new brand involves a general improvement of the company. It's not only about a new name and logo, it's going to take much more. That's why we advise you to highlight your new website for sales, your improved logistic service, your call centre and the new line of tailor-made products. You should make people pay attention to all those things. This way they must see all the advantages of the new brand.

Mark: This sounds excellent but could you please prepare a new report on this issue? It should be ready by Thursday because we have a committee meeting and I would like to explain them all your ideas.

Fiona: No problem, you will have it by Monday.