With All That Change, Is Your Brand Really A Brand Anymore?

After years of change — acquisitions, mergers, divestures, new management and more — organizations often awake to find that their brands, aren’t really brands anymore. Once well-grounded brands with firm positioning and promise have shifted and changed. Disrupted by new categories and competitors. Altered by new parent and sister brands. Impacted by customer habits and needs. Sure, they […]

After years of change — acquisitions, mergers, divestures, new management and more — organizations often awake to find that their brands, aren’t really brands anymore.

Once well-grounded brands with firm positioning and promise have shifted and changed. Disrupted by new categories and competitors. Altered by new parent and sister brands. Impacted by customer habits and needs.

Sure, they look like brands. But too often, they now carry outdated positioning strategies, taglines that no longer fit and services that haven’t been addressed.

Sometimes these are subsidiary brands inside a larger corporate brand architecture; sometimes, these are the corporate brands themselves.

At Cohesion, our business is marketing direction. Since 1999, we’ve helped complex large and midsize organizations find and re-find the value of their branded assets.

Through the development of brand/positioning/messaging platforms and the articulation of value through messaging efforts for marketing, sales, the C-suite and more, Cohesion has helped position and reposition more than 150 branded assets.

To learn more, please contact Brian Creath, president of Cohesion, at 314-276-5383, or at bcreath@cohesioncompany.com.

Learn more about Cohesion, here.


Cohesion | Positioning & Messaging Consultants.

Since 1999, Cohesion has focused on the development of positioning, messaging and strategic narratives for a wide range of Fortune 500 and midsize organizations. Leveraging a proprietary platform and architecture process, Cohesion has successfully positioned (and developed the messaging for) more than 150 businesses, brands, products and services. To learn more, visit: http://cohesioncompany.com.

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