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| The Pilot Consulting Group |
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| Our Corporate Social Responsibility In 2004, Pilot Consulting was blessed with the opportunity to start giving back to the society it had served for almost 10 years. |
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| Allow us to sit with you in the cockpit
Creating the product alone does not automatically bring in the revenue. Successfully building and maintaining brands generate profits for the company. What is a Brand? A brand at its essence is an identifiable entity that makes specific promises of value. A brand is a promise made to consumers. A brand tells consumers what experience awaits them. Great brands that consistently deliver on their promises can demand premium prices resulting in higher profits, thrive even in economic downturns, attract great employees and are not easily copied by competitors. Great brands keep retailers interested in carrying them. If consumers go into stores looking for their favorite brands, retailers will be sure to keep them stocked on their shelves. Strong brands lead to repeat business through loyal customers. When branding is done well, everything about the brand is organized around that idea -- Advertising, Packaging, Product Extensions, Public Relations and Channels of Distribution all spring from and extend the idea. What is a Great Brand? A strong, consistent, relevant and differentiated brand. Not easily copied. Differentiated. UNIQUE. What makes a Great Brand unique is its DNA -- its Differentiators and Articulations. The Brand's Differentiators are the core competencies of the organization, the quality of its product and service, the Brand's heritage and the uniquely relevant consumer meaning it offers. The Brand's Articulations is how it's Brand Essence is translated into all its marketing programs, communication efforts and other activities. What is Brand Essence? A name, identifiable marks, products, services associated with the business. Brand essence is what a brand does, how it walks and dresses. Brand essence is what customers walk away with after ane experience with your product. During challenging business climates, Clients tend to exercise all their options to save money and expedite timetables. They go to different companies for each part of the marketing mix. This dilutes the Brand Essence. This exercise also shows to be inefficient due to re-broadcasting each time as opposed to building on what has previously been done and communicated. PIlot Consulting translates the brand essence into an Integrated Marketing Communications from above the line to beyond the line. |