Building a Successful Corporate Marketing Strategy

April 6, 2016

Design, when done well, stems from an in-depth knowledge of the needs and desires of the consumer. Often, good design arises from extensive consumer research, a mainstay of the marketing profession. More and more, corporate marketing professionals are adopting the principles of design thinking into their marketing strategy. They now realize that rather than trying to make consumers love their product, the real goal should be about making products that people love.

A Well-Known Example

Indeed, perhaps no corporate strategy has succeeded in this effort more than Apple, a company whose products have attained near cult-like status. Apple’s marketing focuses on the experience that people have when using their products. It is the epitome of experiential marketing, an academic construct that theorizes that customers’ experiences with brands extends beyond merely using a product or service to the immaterial attributes that influence behaviors, thoughts, emotions and attitudes.

As stated in an article on, “Meaningful brand experiences are unified experiences; that is, they are corporately designed, properly managed and aligned across all customer touchpoints.”

Cultivating Your Brand Experience

So how does one create a meaningful brand experience?

You start, of course, with well-designed products and services. Let’s say you are in the hospitality industry. For you, it might begin with the design of your hotel. But it would go further than that to coalesce every brand-consumer touchpoint…from the reservation stage to check-in and the entire guest service experience during one’s stay. Paying attention to every interaction enhances the emotional experience that a consumer has with the brand. Because your brand depends on relationship-building, each and every employee has an important role in building that relationship.

Making It Happen

The pivotal aspect of this corporate marketing strategy is listening to your consumers. Focus groups, surveys and the one-on-one discussions your employees have with customers all contribute. This in-depth listening will tell you what works and what doesn’t, allowing you to learn and adjust. Your corporate marketing strategy should be all about satisfying the needs and desires of your customers, and listening to them allows you to do this.