Skip to main content

The Web of Brand Collaborators

Branding is a very complex task. In my opinion, this might be the most adequate statement about branding. This is not only because branding touches everything you do, say and ... not do, or because branding is a life-long task, or because branding is complex and requires to be insanely consistent.

What makes branding really complex is that fact that you need a whole web of people and companies working together to make a brand really successful. Here are just a few:
  • Executives Strategy 
  • Consultants 
  • Design Firms 
  • Advertising Agencies 
  • Research Companies 
  • PR Firms 
  • Industrial Designers 
  • Environmental Designers 
  • Employees 
  • Suppliers 
  • Distributors 
  • Partners 
  • Stockholders 
  • Customer‘s 
Now, of course, many of the tasks can be done in-house with your own people. But the bigger a company gets and the more tasks are done in a more deeper fashion, the brand management team needs to think about managing brand collaboration.

There are three main models how to manage brand collaboration. One is outsourcing brand management to a one stop shop, which performs almost all tasks inside their shop. The other is outsourcing it to a brand agency, which picks the best providers for each category and manages the brand process. Using brand agencies might be the most common type of brand collaboration management.

The third model is stewarding the brand internally with an integrated marketing team. This model has been troublesome for many years because brand management tools have been rare and incomplete or too expensive.

However, this has changed today. With the Internet and the tools available from graphic design, social media, website design and even brand management apps, companies have all they need to implement any branding processes themselves.  

Comments

Popular Posts

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…

Brand Image, Identity and Personality

Did Amazon Jump the Curve–Again?

The new Amazon Cube will be shipped on June 21, 2018. This is the first TV "remote control" that is 100% voice controlled, and it is not a marginal improvement over conventional remote controls. It is certainly considered as a technology and usability jump of magnitudes.
But this is not the first time Amazon jumped the curve. In the mid 90's, Amazon was the first to sell books online and became a major player in the book retail industry. Amazon has announced to implement the delivery of products via drones. These are two more examples where Amazon is creating solutions that are not just improvements of a certain offering. They mark milestones in the evolution of the usage of technology.
Amazon seems to follow the same path as Apple did by doing what Steve Jobs said once: make products not twice as good but 10 times better.
Does your company have the ability to jump the curve? Let's assume you have an insurance brokerage firm. Can you create a service for your client…