By adopting a company wide and inclusive marketing and perception programme, a positive effect on a number of key business needs can be achieved, including:

• Market position consolidation and new market adoption
• Merger re-alignment and unification
• Corporate and brand profiling and image building
• Investor relations
• Media relations and PR programme
• Recruitment programmes aimed at winning the talent war
• Internal motivation and development of staff
• Education, training and recruiting programme enhancement.

It is important to emphasise that the promotional values generated can be exploited for stakeholders in all four quadrants of business, namely:
1. Sales market customers, sales organisation and related bodies.
2. Capital market shareholders, investors, analysts and commentators.
3. Employees management, staff and unions.
4. Society political bodies, opinion leaders, media and public.