Seeing Your Brands Through Your Customer’s Eyes: Meeting Proceedings

This document provides a detailed overview of the May 2002 Global Benchmarking Council meeting, Seeing Your Brand Through Your Customer's Eyes. Speakers shared best practices in the areas of marketing excellence, branding through channel partners, branding from the inside out, and branding during a merger. We also shared different perspectives on brand architecture and brand identity. This meeting report captures key insights generated by the presentations and the discussions among the group.

Featured Case Studies included the following:

• Eli Lilly and Company emphasized strong branding, quicker uptake and higher revenues to offset the long-term investments necessary in the pharmaceutical industry.
• Cisco Systems Inc. demonstrated how a channel partner strategy built on brand identity and corporate values can motivate employees and control the customers’ brand experience.
• Kodak stressed consistency of brand identity, while staying flexible through different business strategies and industry changes.
• Johnson & Johnson explained the responsibilities of being a Trustmark and its choice to maintain its master-brand rather than leveraging with their other companies.
• Nationwide shared its insight on internal communications as a necessary component of successful brand strategy.
• Verizon's experience illustrated the possibilities in branding with a big budget and the complex process of rolling out the brand for different products, in different markets at different times.
• W Hotels revealed how PR can be used in local brand building while creating a market around customer satisfaction and employee participation.
• Interbrand shared its methods of deriving brand strength and improving brand value.
• Bank of America explained benchmarking in corporate strategy and the benefits of Six Sigma and other improvement initiatives.

Industries Profiled:
Financial Services; Banking; High Tech; Manufacturing; Pharmaceutical; Consumer Products; Health Care; Medical Device; Insurance; Telecommunications


Companies Profiled:
Bank of America; Interbrand; W Hotels; Cisco Systems; Eli Lilly; Eastman Kodak; Johnson & Johnson; Nationwide Insurance; Verizon

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