Loading ...Strategy and branding
In the knowledge-based economy, traditional markets have become less predictable and more complex. Product-based differentiation is no longer sufficient; it must represent the whole organisation, and this is where branding takes the lead role.
Ruud Polet, Head of Brand Marketing at ING, provides great insight on the marketing and distribution of ING’s brand internally and externally.
Watch the full video above, or view selected chapters below.
Ruud discusses his role at ING, his professional personality and the relationship between ING’s brand, mission and vision.
Ruud provides an overview of ING’s rich history as a diversified international organisation and discusses how branding has always been at its core.
Ruud defines the process of strategy at ING and lists four key elements a business needs to address for success.
How the benefits of branding – structure, trust, confidence and the promise to deliver – relate to ING’s strategy.
With three business units operating in over 50 countries, how does ING implement their brand-orientated strategy?
Based on proven practical experience, three essential elements of strategy design and implementation are listed.
Comments