To market a product or a company effectively, management teams must have a concept of how to promote and position themselves to stand apart from the competition. Morgan (2012) postulates that the number one asset any organization or individual has is their unique personality and their attitude. This is what makes them stand apart from the others. A successful image of a company, therefore, can increase the value of that business dramatically. When it comes to creating a corporate image or creating an organizational attitude, perception is one of the most significant components to consider. For instance, one way a company can create an attitude is by conveying that their brand is not merely a campaign that makes promises, but that their actions and behavior convey a commitment to keep those promises (Morgan, 2012). Business leaders that comprehend this concept are ahead of the game when it comes to creating value. In short, their attitude can also bring them added value.
Leaders that distinguish the difference between attitude and values are more likely to develop a brand that will experience long lasting success as well as build solid relationships and a loyal customer following. Baack and Clow (2012) explain that attitudes also reflect individual values and that these perceived values and attitudes are key roles that influence consumer decisions. For example, typically, educated consumers incorporate two strategies in the decision making process that can influence their feeling or attitude: (a) the gathering of information and (b) the evaluation of alternate choices. Motivation also plays a role in swaying their attitude in the decision making process. This element determines the amount of enthusiasm they engage to support their needs and wants. Additionally, lower costs and higher benefits are factors that can influence consumer emotions and attitudes. These are a few components that help shape consumer feelings toward making decisions and remaining loyal (Baack & Clow, 2012). This means it is in the company’s best interest to develop strategies that provide consumers with substantial information about their products and services as well as a reason why they offer the best choices over any alternatives. These are factors that can help communicate a positive company image to consumers. This in turn affects their attitude and ultimately makes the company more valuable to them.
There are many ways a company can create an image or present a company attitude that brings value to consumers. Vincent (2012) suggests that to achieve the most effective results to help shape a positive attitude, marketing strategists should address the following questions:
- How indispensable is the brand to customers?
- What is the rate of employee turnover?
- What does the brand do that is better than any competitor and why is it significant?
- How easy is it for competitors to replicate the brand experience?
- How easy is it for customers to do business with the brand?
- If the brand disappeared tomorrow would anyone care?
By addressing these topics leaders can help create an experience that will shape a positive feeling or attitude in their consumers which in turn builds trust and confidence (Vincent, 2012). The Starbucks Corporation provides a good example of how a company’s attitude can influence their value. Prior to Starbucks’ genesis, people were used to paying under a dollar for coffee and expected free refills. Starbucks marketing strategists created an atmosphere that made people excited about paying more for coffee because of the feeling or experience the brand created. In other words, they built the success of their company on an attitude that communicated it was cool and hip to pay extra money for coffee to have a social front porch experience in an environment that allows internet access. This brilliant strategic move was the key that turned the Starbucks company into a mega empire. In conclusion, marketing teams that understand the distinction between attitude and value are more likely to experience long lasting success.
Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (Fifth ed.). Upper Saddle River, NY: Pearson Education, Inc.
Morgan, J. (2012). Brand against the machine: How to build your brand, cut through the marketing noise, and stand out from the competition. Hoboken, NJ: John Wiley & Sons, Inc.
Vincent, L. (2012). Brand real: How smart companies live their brand promise and inspire fierce customer loyalty. New York, NY: AMACOM.