The end of brand image?

Written by: Phillip Nones

As marketing communications becomes more measurable than ever thanks to online techniques and the data that can be collected from them, it’s more difficult to justify brand development initiatives where it’s hard to quantify results.

Even so, there are ways in which brand image marketing does, in fact, create additional company value. Consider these factors:

  • It can increase the number of branded products and services customers purchase from you, since many buyers value the quality associated with a strong brand name.
  • It can attract more customers – directly or through word-of-mouth.
  • Greater brand trust can accelerate the customer’s buying process, reducing the chance that something happens to nix the sale.
  • It can attract better channel partners – those who want to be associated with a more powerful brand.

And last but not least, a strong brand image can contribute to reduced price sensitivities … whereas with weaker brands, “low price” is frequently the only card they can play.


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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team