One Company. Too Many Logos.

We see it every day. It starts with large and midsized organizations that have subsidiary businesses, profit centers, properties, products, services and/or brands. Organizations large enough to have complex marketing and sales needs (and challenges), but not necessarily large enough to support (and fund) a variety of separate brand efforts. One day it happens: “I […]

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We see it every day.

It starts with large and midsized organizations that have subsidiary businesses, profit centers, properties, products, services and/or brands. Organizations large enough to have complex marketing and sales needs (and challenges), but not necessarily large enough to support (and fund) a variety of separate brand efforts.

One day it happens: “I think we need our own logo for our (fill in the blank from the list above),” says one of the good people running one of the (fill in the blank from the list above).

Without an overarching architecture on how brands, positioning and messaging work inside the larger corporate organization, too often the answer is, “OK.” The business/product/brand unit feels good. The designer that gets the logo work feels even better. But the overarching brand that customers and employees must work within, suffers. Momentum for the single identity of the overall brand is diluted. So is internal unity, morale and focus.

It’s much easier to believe in one thing than 10.

At Cohesion, we have worked with complex branded organizations since 1999. We’ve developed a process to develop corporate brand platforms, to consolidate and leverage equity across all audiences, issues, products and services and more importantly, to create an evolution that sets these efforts on the most efficient, consistent and relevant path possible.

Read our latest whitepaper: The Case for Brand Consolidation, here: http://tinyurl.com/brand-consolidation

To learn more about Cohesion, a nationally recognized marketing direction company, please visit: http:cohesioncompany.com, or contact Brian Creath, president, at 314-276-5383, or at bcreath@coheisoncompany.com.

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