How Can Company Brand Boost the Bottom Line? - (Archived)

Dave Glantz, Director of Research Services, Market Connections, Inc.

All too often government contractors focus their human and financial resources on business development efforts while unintentionally ignoring the impact that brand perceptions and marketing also make on the bottom line. To maximize opportunities and position in the government market, it is critical to achieve and nurture balance and integration between sales and marketing. Think of your brand as the essential artery that connects these two important functions.

That artery is seriously constricted without a current and fact-based understanding of how your brand is perceived in the market. This is why leading government contractors rely on brand research—also called Attitude, Awareness and Usage (AAU) research.

Check out the full article for more insights into how nurturing your brand can help win more government contracts.


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