Using Issues To Position Corporate Brands

Thought leadership. Issue campaigns. Reputation management.

At Cohesion, we've been working with organizations for more than 25 years to leverage key issues to drive corporate brand positioning, understanding and value.

This work represents a unique blending of business strategy, brand development, marketing / communications, public relations and social media. As a full-spectrum brand agency, it's work that Cohesion is perfectly built to develop.

And while many companies dabble in social issues (a high-risk game), our work leans more to core business issues: those that impact distribution, operations, trade, supply chains, technology, and more.

For B2B (and B2B2C) companies, using a firm stance on specific issues impacting an industry can be an incredibly smart and timely way to create differentiation and gain new market share.

Obviously, developing a firm corporate brand positioning is the critical first step in these efforts. To take a stand on issues that drives relevance, a company must first commit to its purpose and direction.

A few years ago, Graybar, a Fortune 500 electrical, communications and data products distribution company, engaged Cohesion to tackle an issue facing its industry: Private labeling by some of its distribution business competitors.

With Cohesion's development support, Graybar used this issue to reinforce its firm commitment to never private label products. Through marketing, advertising, PR and social media, we were able to thread this effort back to the Graybar corporate brand, showcasing it as 'one more reason' to choose Graybar.

We've developed this type of work for dozens of companies over the years -- from large international businesses to smarter, midsized organizations.

During COVID, we helped a number of companies use their supply chain strengths as a key issue to build brand relevance and business value.

Recently, the 'tariff wars' have created a huge issue opportunity for several clients that have developed an America-first sourcing strategy.

Perhaps your company could utilize issue leadership to create new success?

We'd enjoy a discussion with you to share more.

Visit Cohesion, here.

Schedule a call or meeting with Brian Creath, president of Cohesion, here.

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Cohesion is a full-spectrum, strategic brand agency that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 200 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit cohesioncompany.com, or contact Brian Creath, president, at bcreath@cohesioncompany.com