Next ask, who are your employees? Are they highly trained wanting to continue their professional development? Are they innovators looking for new ideas to improve the company? The type of employees you attract is a good indication of your brand’s health.
One company that catered to the government market offered unique, high-quality product. It didn't compete on price and provided excellent service with a high initial fill rate. The challenge it had was that its competition did all of the same things. Differentiating the brand was a challenge.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.