Marketers love and lament about the corporate brand, yet ultimately come to realize their company doesn’t actually own it.
They can influence brand through marketing and communications activities. However, it’s the community of customers, prospects, partners, employees and investors who actually have ownership.
I was reminded of this earlier today when I attended an event hosted by the Government Executive Media Group entitled “Leading Brands in Government.” Based on a survey of 3,771 government buyers and influencers at both the federal and state/local levels, Government Executive reported the following:
- Government workers source information about the market, solutions and vendors from online news articles, Email newsletters and research/white papers.
- In government, the seven most important brand attributes are: trust, customer service, expertise, experience, value, innovation and culture. Interestingly, support of military and other related charitable activities scored low in significance.
- Three trends that have shaped how industry sells to government include:
a) Positioning convergence: crafting a unique story in high value segments of the market, such as cyber, cloud, mobility, big data, etc.
b) Content marketing: this has become fully entrenched by marketers in government, using either an event-centric model or acting as a quasi-publisher.
c) Account based marketing to support targeted sales and/or contract capture.
So…based on the survey…who do government buyers perceive to be the leading brands in government? Here is Government Executive’s list in alphabetical order:
Dun & Bradstreet