Sherry Weiss, the chief marketing officer at Dow Jones & Co., and The Wall Street Journal, spoke with Mark Challinor of The Drum about how the company builds and develops its brand name reputations.
Here is an excerpt:
What are the key elements of building a strong brand in today’s market?
Building and maintaining a strong brand in today’s market requires a deep understanding of your customers’ needs and the ability to consistently demonstrate the value you bring on a daily basis. I worked in financial services for many years, and I understand the crucial role data should play in every business decision you make, including when to engage a specific audience market and what they may be interested in.
We really put that thinking to the test with our recent brand platform for The Wall Street Journal, It’s Your Business. We conducted thorough research to understand our brand perception and found that some people didn’t think The Wall Street Journal was for them, and that it was only for CEOs and high-profile traders. With this knowledge, we made it a goal of ours to leverage WSJ’s distinctive journalism to showcase the unexpected role that business and business decisions play in our everyday lives, regardless of the industry you work in or the level of career you’re at.
Another key element of brand relevance is ensuring that you provide timely information and services when it matters most. For example, our B2B offerings are essential resources that professionals use in times of uncertainty or rapid change. Take the global trade environment, for example. Dow Jones Risk & Compliance has become a go-to resource for risk professionals who need to stay apprised of new sanctions and other restrictions that may impact supply chains. Our recent acquisitions of Dragonfly Intelligence and Oxford Analytica, which together provide geopolitical and security intelligence services, further strengthen our position in this area.
Read more here.
