Enter title:Brand Evolution
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- TheDeadandGone
Why is it that advertising agencies have begun calling themselves Brand Managment/Strategy consultants? As if over night they went to brand college and got a masters in how to make a logo more effective. Or unlocked some secret demographic enigma that now allows them to re:sell, package, develop everything in the marketplace better?
In your humble opinions are there agencies out there worthy of this title? If so please point me in their direction so I can see the future of "advertising" oops I mean "Brand Strategy Consultancy"
- mg330
Someone in the PVN once said that branding is something you have no direct control over, because branding is the indirect result of your efforts in Identity and Positioning.
I've really thought of it that way ever since and sold coworkers on the same thing. Everything we're doing not for ourselves at this law firm is called "rebranding."
But your brand is what people take from it, not anything you directly create. You create and shape the components that create the brand.
So...
I could see an agency calling themselves that.It's not about "went to brand college and...how to make a logo more effective."
That's their job anyways!
If anything, it's simply a retooling of what they can offer clients. It pays to be saavy and well rounded these days.
An agency that can guide a company's strategy well will ALWAYS be looking for the way to better show what they do.
- rasko40
Landor, BBH, Fitch, Interbrand, blah blah blah.
just cos you dont understand does't mean it doesn't exist
- TheDeadandGone0
well said mg33, a very eloquent way of viewing advertising. Thank you
rasko4: thanks for the comment, I understand perfectly well what brand strategy is and why someone would target the market by changing their name to include it. tho I believe my question was: who was worthy of the nomenclature?
- rasko40
ok cactus, my mistake.
- mg330
:) I didn't major in Advertising for nuthin' :D
I do actually get annoyed when I hear the phrase "we need to work on our branding" because for so many people, branding means a logo, and they think that because of cattle that have been "branded."
Honestly.
- neue75_bold0
what is a good "branding" example then gents?
- TheDeadandGone0
couple fav's
http://www.cahanassociates.com/
http://duffy.com/duffy/index.asp…
http://www.metadesign.com/index2…worthy of the title imho.
- neue75_bold0
cahan does brilliant work, but they don't build brands, at their best, they reinforce them...