Benefits of Building a Strong Brand

What are the benefits of building a strong brand? Robin Tooms asks two experts: Janet Gurwitch, former CEO of Laura Mercier Cosmetics & Skincare; and Rob Camper, strategic brand director at Cadence Bank.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, Vice President of Strategy at Savage. For this edition of Brandonomics we’re reviewing branding advice from two of our guests who spoke about the benefits, and opportunities, that arise when you build a strong brand.

Our first branding principle is from Janet Gurwitch, founder and former CEO of Laura Mercier cosmetics. Janet really knows how to recognize and nurture great brands, and her thoughts on how Neiman Marcus has modeled “being true to their core” rings true.

Janet: I feel Neiman Marcus, which is over 100 years old, is such a great brand, and how did it last so long. And they’ve always been so true to their core. If you asked Stanley Marcus when they founded Neiman Marcus, he wanted the best service, the best product, and innovation, and they’re just always true to their core. It always was interesting to me that Saks, which is another great brand, would deviate, would stretch in different economic times. Neiman Marcus, always true.

Robin: Our next branding principle come from Rob Camper, strategic brand director at Cadence Bank. Rob likes to see the opportunity in building a strong brand, especially when it lifts your entire category, as well as your company.

Rob: That’s a great question. When I see banking as an industry with such a bad rap and then I see, uh, like the Starbucks case, an opportunity; when I see the founders that came together to start Cadence Bank Corp. and what they were all about. They were all about revolutionizing that, they were all about redeeming that to a certain extent, so I look at that and go well cool, there’s a branding opportunity there. If you’re really all about that, then the brand becomes easy to construct, and you have an opportunity to be a hero.

Robin: So, whether you’re rebranding, or building new brand, I hope that this advice from our Brandonomics’ guests provides more insights for you with you next branding initiative. Tune in next week for another edition of Brandonomics, an inside look at top brands and their marketing strategies.

 

Cadence Bank is a regional bank with more than 100 locations across Alabama, Florida, Georgia, Mississippi, Tennessee and Texas. Cadence offers personalized service and knowledge of the particular challenges of its customers. Along with a commitment to leading the banking revolution, Cadence is passionate about giving back to the communities where its employees live and work. https://cadencebank.com/