Over at CustServ, I wrote about striking a balance between brand experience and customer experience. Today, I found another interesting article on iSixSigma. It talks about incorporating Design for Six Sigma to building brand strategy.
The premise is that while companies work hard to make brand strategies more than just empty promises, they often find themselves stuck in the execution phase.
This is where Six Sigma comes in. The methodology is often viewed, and rightly so, as a versatile, effective framework for connecting executive goals (business strategy), marketing communication (brand promise) and management (operational activities). Here’s an example of a bank working on its brand using Six Sigma.
Consider the case of the business bank that wanted to increase its share in a regional market. The bank used the DMADV roadmap of Design for Six Sigma (DFSS) and adapted it for brand strategy (Table 1). By applying DMADV, the organization realized that to advance from the business strategy to marketplace results, it was necessary to first understand the brand, define the brand promise and identify specific actions required to deliver on it (Define, Measure, Analyze). Finally, the organization needed to make sure that the defined brand promise actually was fulfilled (Design, Verify).
Source:
iSixSigma, Promises of Brand Strategy and Design for Six Sigma
*Photo from Stock.Xchng
