5
ESSENTIAL FIVE: IMPLEMENT
A brand is a compelling dimension of the retail landscape that marketers can use to influence, motivate, remind, nudge, inspire, and drive a consumer to take action. A memorable brand effectively connects what a consumer wants to what a product or service can offer. We never doubt whether we need a Kleenex when we sneeze, want a Pepsi when we are thirsty, or long for an iPod when we need music. Memorable brands become part of the fabric in which we make choices as consumers.
That’s what business needs from a talent brand when people look for work. When we carefully designate the segments of workers we want our marketing efforts to reach, we recognize that one marketing approach will not appeal to all segments the ...
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