Are you managing the ‘stuff,’ or the strategy of your brand?

We see this a lot: The organization that attempts to manage (and philosophically treat) ‘brand’ as a finite project. A snapshot in time with a definitive beginning and end. Often, these are organizations that see the brand only as the ‘stuff’ that helps guide and express it: Brand Standards, Logos, Taglines, Ads, Websites, Sales Support. […]

Strategic.Intent.Graphic

We see this a lot: The organization that attempts to manage (and philosophically treat) ‘brand’ as a finite project. A snapshot in time with a definitive beginning and end. Often, these are organizations that see the brand only as the ‘stuff’ that helps guide and express it: Brand Standards, Logos, Taglines, Ads, Websites, Sales Support. Because these efforts are tangible, they too often ‘become’ the brand for many organizations.

The reality is that a brand is evergreen. And to guide it properly, an organization (and its partners) cannot simply manage brand, marketing and communications tactics and tools, they must diligently manage the brand’s strategic intent.

Since 1999, Cohesion has been in the business of helping brands balance strategic intent with tactical development. We are a strategic brand agency that successfully blends a consulting framework with a more traditional agency approach. Our flexible engagement options allow clients to leverage budgets and resources to gain the most value for their specific situation.

If you’d like to explore a better way to develop and manage strategic intent for your brand, or if you’d simply like a better way to blend brand strategy with your marketing, advertising and communications efforts, contact Cohesion today.

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