Brand Evolution: The Case For Strategy Injection

Much of our work lately has been dedicated to helping companies inject strategic brand and marketing direction into existing and loosely built design and communications infrastructures. If you are strategically inclined, this may seem a bit (or a lot) backwards. And theoretically, it is. But the reality in many organizations is this: Smart people are […]

injectionMuch of our work lately has been dedicated to helping companies inject strategic brand and marketing direction into existing and loosely built design and communications infrastructures.

If you are strategically inclined, this may seem a bit (or a lot) backwards. And theoretically, it is. But the reality in many organizations is this: Smart people are often faced with challenges and issues they did not build; challenges and issues that took years of denial and silo’d thinking to create.

Perhaps your organization has taken the time to develop a strong visual identity. A logo. A tagline. A system of colors and typefaces. Perhaps everyone inside your organization has ‘bought into’ these elements. But then, one day, you’re tasked with tying these elements to business strategy. To an overarching brand foundation. To subsidiary brands, products and sales functions.

At which point you realize that the foundation work that should have been done to build these elements was never fully completed, or worse, never considered.

Don’t fear: you are not alone. In fact, Cohesion has developed an entire approach to help organizations just like yours inject well-founded brand and marketing strategy, positioning and messaging into existing architectures.

Since 1999, Cohesion has worked with Fortune 500 and midsized companies to build and enhance marketing positions through research, strategy, creative direction, messaging and collaborative relationships. Cohesion leverages its unique architecture approach to help clients successfully achieve customer preference, drive company performance and increase overall value.

If you’d like to learn more about our unique brand agency approach, please contact Brian Creath, president of Cohesion at 314-276-5383, or email him at bcreath@coheisoncompany.com.

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