Creating a Positive Brand - Assignment Example

We all agree that Dyewood Inc as a company does not hold a commanding place in the market anymore. Some of us have worked here long enough to be able to tell if there serious issues that need the attention of every single individual that’s working in this company, starting with the top management. We don’t want to act like anything is wrong with our way of doing things. We perform very badly when it comes to the publicity game. Our competitors outplay us in this important field.
Our products are no longer market beaters as used to be the tradition. Some of the publicity measures we have stuck with to date only succeeded without serious competition. The market has become so dynamic and requires every player to change tact and not stick with some of the old ways. We seriously need to rethink our policy on publicity matters. We will need to have a public relations department headed by a professional and given adequate staffing to help with selling the company brand. There is a need for an all-out campaign aimed at improving the image of the company and giving it a more modern touch.
We should realize that we have not done better than hold onto the clientele base we had more than 10 years ago when some of our competitors had either not emerged or were still very young in the industry. Younger generations do not identify with our brand. Our publicity approach should contain a mix of social media and radio/TV adverts which both the old and young generations can identify with. We don’t want to continue losing clients instead of retaining and adding more, because that is known to be the surest route to collapse.
There is a need to set aside physical and monetary machinery to implement the publicity agenda. It is going to cost us quite some money as we start on it, but continued publicity measures will be less costly. Any amount of resources that will be spent in the pursuit of lost glory, will be worth it. We are never going to regret having spent enormous sums of money towards improving the company’s brand it is the only way to expand our customer base beyond what we have currently.
Let us strive not to succumb to competition, but learn to live with it and be able to handle its dynamics. We will need to work as a team to be able to achieve this. We have to walk together to deliver the best brand possible. It will require sacrifice on the part of every one of us, but this will take immense support from the company’s top management. All we will ask of the management is an enabling environment for working towards publicizing the company.
This proposal also proposes a budget and timeline for the publicity action. The budget proposal is for the remaining part of the year. Depending on where we get by the end of the year, the budget could either increase or reduce. Whatever the case, the number of sales will no doubt be commensurate with the amount of effort that we will put towards creating a market-beating public image. Read More