More and more it is becoming clear that organizations
can no longer just make and sell products. Today they
have to make products, build brands and sell them
as one. It is because of this that designers have been
introduced into the process of helping design the brands
the organization sells. As the way an organization
conducts business changes and the fragmentation of
media channels continues, designing and building
brands becomes harder. No longer can designers build
a brand with some clever advertising that simply states
the features and benefits of a product. Instead they
have to consider the many dimensions of experiencing
a brand and how to keep it all consistent. Because of all
this, building brands for an organization has become
a primary function of business, being as important as
developing business strategy itself.
_MARKETING_STRATEGY_PROCESS.jpg "Strategic Marketing Process")