Today's marketing environment is more challenging than ever. Business-to-business and consumer marketers face powerful forces affecting their brands' competitive positions whether they are selling a healthcare product, financial service, consumer brand, or new technology. These forces include rapidly changing consumer preferences, erosion in institutional trust, pricing and time pressures, and far-reaching technological advances.
Consumer and trade marketers need a competitive advantage in today's dynamic business and communications environment. At Edelman, we offer two proprietary solutions:
Consumer Marketing
BrandC.A.R.E.™ is a proprietary, multi-phased, PR-centric process that first determines a brand's strategic positioning by identifying its "soul," and then creates communications strategies and tactics based on credibility, advocacy, relationships, and experiences to bring that soul to life. This process can be used to engage consumers, trade partners, the media, business decision makers, and opinion leaders. BrandCARE can be implemented at any point in a brand's lifecycle - to launch it, to reposition it, or to maintain awareness for it in a crowded marketplace.
Business-to-Business Marketing
Business Advantage Marketing™ (BAM) is a research-driven, multi-step process that showcases - to customers and prospects -- the full value associated with a company's spectrum of products or services. This systematic approach helps a company increase sales, drive market share, enhance customer loyalty, and strengthen its competitive position.
