SMS views branding as a critical factor in the marketing mix of every company. It is the cohesive element that ties the marketing strategy with operations and differentiates a company from its competition while providing added value to customers. A successful branding strategy adds bottom-line value to a company.
SMS believes that all successful brands are developed based on a “Sustainable Competitive Advantage.” Understanding customer trends and needs is the beginning, finding a way to meet those needs in a unique fashion is second and matching that to what a company can provide is the third leg of the process. From this point a creative plan can be developed that delivers on the Branding Strategy.
SMS did a great job in leading Hawai‘i Tourism Authority’s evaluation development process…including identifying input, output and outcome measures to track progress toward HTA’s strategic goals. SMS also provided steps to guide us in integrating the evaluation process into our overall operations and planning. Our staff was actively engaged in the process and tracking the measures will ensure a focus on driving towards outcomes.
— Leslie Dance, former VP Marketing
Hawai‘i Tourism Authority