Brand, As A Point Of View.

Mention the word brand in a meeting and trust us, you will have as many opinions as there are people in the room. One of the most maligned and misunderstood of all business concepts, brands have, unfortunately, become most associated with the ‘stuff’ surrounding them. Logos. Taglines. Ads. But a brand is more than its […]

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Mention the word brand in a meeting and trust us, you will have as many opinions as there are people in the room. One of the most maligned and misunderstood of all business concepts, brands have, unfortunately, become most associated with the ‘stuff’ surrounding them. Logos. Taglines. Ads.

But a brand is more than its exterior ‘skin.’ And businesses that fail to understand and/or incorporate the full power of brand thinking are destined to turn their marketing efforts into a collection of disjointed campaigns and tools, each which must start from scratch every time, because no consistent and cohesive direction exists. And while a single campaign may increase a specific area of sales, if it is not tied to a greater position or direction, it creates confusion with customers over time. (Read more on the debate on brands, here.)

A true brand looks to harness and leverage a point of view, so that understanding, trust and preference can be developed over time. This process, when managed properly, reduces costs and increases efficiency. Better yet, it creates loyalty and customer predisposition — all things being equal, people would rather buy from you. (Just ask Apple.)

As a Brand Agency, we have developed an approach that leverages brand thinking for every effort we undertake. And as we’ve discussed before, the development of a brand need not be the elaborate and cost-prohibitive exercise that many think it is. Even for the most basic tactical assignment, we work to build longer term consistency and momentum. It’s this ‘applied brand’ approach that sets us apart from most other agencies. And our architecture approach, that makes us entirely unique.

For the past decade plus, Cohesion has been applying this strategic process not only to traditional brand efforts, but to not-so-obvious marketing, communications and sales challenges, as well. Internal and external efforts. Vision, Values and Mission work. Product, service and concept launches — and re-launches. And many, many more.

To learn more about how Cohesion can develop, refresh, and/or manage your brand, visit us here.

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