How Brand and Image Play a Role in Strategic Marketing

Published April 15, 2015 by Mayrbear's Lair


On Monday we assessed the significance of developing an image that helps build consumer trust. Today we will dive a little deeper to help understand why. In his book, Brand against the Machine, John Morgan (2012) points out that the partnership a firm has with their shareholders is also critical to the success of their image, or brand. He further explains, that because of technological breakthroughs, new marketing strategies will be designed with people and not at them (Morgan, 2012). In short, in order to stand out in today’s crowded marketplace, companies are looking to include innovative tactics to present their image and will do so in a unique way to engage their audience. Plus, companies are developing strategies to win consumer business by giving more and selling less.


To reach successful outcomes, a company’s goal is to position themselves (and their brand) in the mind of the consumer as one of, if not the top authority in their industry. To achieve this, they must know how to promote themselves and present an image that is different from that of their competition as well as deliver what they promise.


In her webinar, Marketing What Matters, Dr. Meggin McIntosh (2015) points out that every business is interested in providing more information about their services and goods. Their desire is to create an awareness about the firm that affect their emotions in a positive way, so consumers will consider doing business with them. They key to creating a marketing campaign is to know what the company’s goals are and deliberately and mindfully come up with a plan to achieve them (Dr. Meggin McIntosh, 2015). The company image, therefore, should provide an emotional connection to the audience. In other words, a company’s image is not only about market share, it is about mind-share. To develop an effective company image or brand, leaders must be able to communicate to potential clients the following components: (a) who they are; (b) what they do; and (c) who they do if for.

That’s it for this time. On Friday we conclude our discussion on the significance of a company’s image and how it plays a key role in a firm’s marketing strategies. Until then … stay organized!


“The time you enjoy wasting is not wasted time.” – Bertrand Russell 


business skills development April 2015

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Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

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.

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