Building Brand Equity – A Guide

 

Building Brand Equity pic
Building Brand Equity
Image: investopedia.com

Building brands is a passion for marketing professionals, like Celia Tombalakian. Since December 2017, Celia Tombalakian has worked for Coty as Vice President of Global & US Marketing. At Coty, she helps lead to new levels in beauty, consumer health, dermatology and medical aesthetic device sectors. While many marketers are focussed on a particularly industry, Celia Tombalakian has utilized her marketing competencies across different spaces, believing that brands can benefit from management with cross category experience, while following marketing fundamentals.

While there are so many aspects to building and growing a strong brand, Celia Tombalakian outlined outlined three golden rules which can serve as an initial guide:

1. Honor Your Commitment To Quality: your positioning and price point will communicate a commitment to a certain level of quality. Be uncompromising in this area, a product that people can count on and know what to expect from a quality stand points. It takes a lot to build brand loyalty, and very little to break it, particularly where quality is concerned.

2. Engage And Learn From Your Consumers, Regularly: ensure that your customers and consumers are at the heart of all your decision making. They are the true test of your brand’s equity and their needs and expectations are constantly changing. Ensure you have real time access to consumers who represent who is using your product, and also to consumers you wish were using your product. In our digital age, this can be achieved by so many social media and customer intelligence platforms. Be an active social listener, and ask for guidance.

3. Provide On-Going Value: once someone has interacted with your brand, give them more reasons than the product attributes alone to interact with you again to build loyalty and minimize any interest in considering another brand. Offer additional value, through special offerings or access, rewards, deluxe samples, customized or personalized interactions such as acknowledgement of a birthday. As for what is consider “additional value”, if you are talking to your consumers regularly, ask them. They will let you know!

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Six Sigma Business Management Strategies

Six Sigma pic
Six Sigma
Image: 123rf.com

Since December 2017, Celia Tombalakian has worked for Coty as Vice President of Global & US Marketing. At Coty, she helps lead to new levels in beauty, consumer health, dermatology and medical aesthetic device sectors. A certified Six Sigma black belt, Celia Tombalakian has demonstrated great expertise in applying the Six Sigma management approach to unconventional areas such as marketing practices, ROI, consumer insights and launch excellence.

A model that has been successfully applied in the manufacturing and service sectors, Six Sigma uses collected data to identify, measure, and subsequently eliminate mistakes or “defects” in any organized process. A statistical representation, Six Sigma assigns a quantitative value to overall performance. To achieve Six Sigma status, a given process must produce fewer than 3.4 defects per million opportunities.

By adhering to Six Sigma principles, companies and organizations can develop a systematic methodology designed to eliminate each error. Key concepts of Six Sigma include capability (what a specific business process can deliver) and operations (what a business can do to achieve consistent, predictable results).

Vision Critical to Host Customer Intelligence Summit in Washington, DC

Customer Intelligence Summit pic
Customer Intelligence Summit
Image: na-summit.visioncritical.com

Since December 2017, Celia Tombalakian has worked for Coty as Vice President of Global & US Marketing. At Coty, she helps lead to new levels in beauty, consumer health, dermatology and medical aesthetic device sectors. As a recent Visionary Award recipient for her creation of a digital insight community, Celia Tombalakian has advocated to other business leaders on the importance of driving strategy with on going, real time feedback from the real experts, your consumers. Celia Tombalakian has presented on the topic of building your brand and extending consumers’ brand experience for organizations such as Vision Critical, a technology company focused on customer intelligence software.

Each year, Vision Critical hosts its Customer Intelligence Summit, a multi-day event for marketers, market researchers, and other customer experience professionals. In 2017, the summit will be held September 18-19 at the JW Marriott in Washington, DC.

During the two-day conference, attendees will have the opportunity to take part in hands-on workshops and breakout sessions on a variety of topics, including stakeholder engagement, recruiting, business communication, and technology. The event will also feature networking sessions, keynote presentations, and an awards program highlighting the winners of Vision Critical’s annual Visionary Awards.

Online registration for the 2017 Customer Intelligence Summit is currently open for those planning to attend. Through August 1, early-bird tickets are available for $499. After August 1, general ticket prices will increase to $899. For more information, visit na-summit.visioncritical.com.

A look at the Arden Insiders community for consumer insights

Arden Insiders pic
Arden Insiders
Image: insider.elizabetharden.com

In September 2016, Celia Tombalakian was a speaker at the Vision Critical Summit in Chicago, where she described her company’s strategies for driving innovation through customer intelligence. Since December 2017, Celia Tombalakian has worked for Coty as Vice President of Global & US Marketing. At Coty, she helps lead to new levels in beauty, consumer health, dermatology and medical aesthetic device sectors.

Until recently, Elizabeth Arden had a limited ability to collect data on consumers’ preferences. The company’s quick-launch marketing campaigns and product retesting made data collection difficult without a major budget allocation.

All this changed with the launch of the Arden Insiders, which brings together 4,000 women who provide product and marketing preference information in ways that traditional questionnaires and focus groups cannot. Through Arden Insiders, Ms. Tombalakian is able to regularly communicate with the same consumers and ask them for feedback on new products. The beauty enthusiasts who make up the group freely contribute their opinions throughout the product development and launch process and create a consumer narrative rather than a static snapshot. Celia Tombalakian asserted that having access to dynamic, real time consumer intelligence can be a critical competitive advantage in optimizing relevance to your target consumers and breaking through a crowded marketplace.