Cooking up brands in the Cape

Cook, who will run the programme at the UCT Graduate School of Business (GSB), believes that the brand does not live in the marketing department: "I stress that brand management should not be the solely in the hands of marketing departments. Branding is more than a periphery or departmental activity, and it should direct the business.

"Branding is a process that incorporates the entire company. Often marketing departments are limited by logistics and a lack of sufficient power in the organisation and for this to be integrated into the whole organisation, the CEO should be the brand leader, especially when it comes to SMMEs.

Cook says that leadership goes beyond just dealing with complexity, it copes with change and even precipitates change: "Great examples of this type of proactive CEO driven brand leadership can be seen in companies like Pick n' Pay and Virgin."

He adds that companies must wake up to the fact that the 21st century will be about managing experiences: "Brand management is more than managing what is visible to the consumer - it is about managing an experience. Companies must deliver a consistent and distinct experience - this goes beyond the visible elements of the brand and right down to the way that the business operates at all levels."

For more information on Cook's programme at the UCT GSB on 13 - 14 June 2005, contact +27 +21 406 1094 or .