Working with local and international brands and organisations for 24 years, I passionately believe that a brand is the heart and soul of an organisation. Marketing and communications witness the first signs of turbulent times since these functions are the quickest to be impacted by market changes.
A brand is a promise to employees and customers and brand perception changes with every interaction. It’s vital to define your brand’s long-term targets and react to the changes in the marketplace to achieve success. If you don’t, someone else may do it for you!
Here’s how a sponsorship strategy supported Nordea Bank’s long-term brand strategy in Estonia: