“Branding CI: Challenges and Opportunities”
Posted on | February 27, 2010 | No Comments
SCIP: Society of Competitive Intelligence Professionals
“Branding CI: Challenges and Opportunities”
As it appears in the January-March 2010 issue of CI Magazine
Could the “Great Recession” be just the opportunity the industry needs to solidify its brand position?
Abstract: As professionals in competitive intelligence (CI) work to build or reposition their own brand identity, they often find that they have little direct control in shaping their collective destiny. The brand for any industry – CI included – is a sum of the individual actions of its professionals, each with individual motivations, in a sort of micro-society. With that in mind, we can use social psychology models to help us understand the dynamics at play, why it is so difficult to change an industry brand, and how to spot those rare transformational opportunities when they present themselves. By understanding those mechanics, it opens the door for CI professionals to take control of their collective brand, and put the principle of disruptive innovation to work to their advantage.
Visit www.scip.org for more information.
Tags: CI Magazine > competitive intelligence > industry branding > Jason Voiovich > SCIP
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About
Jason Voiovich
Ecra Creative Group
Phone: 651.209.2778
Principal and co-founder of Ecra Creative Group, a Minneapolis, MN based creative services firm specializing in brand development, reputation process management, naming/trademark, and product launches to drive measurable business results.
