Branding Relevance
- Started
- Last post
- 9 Responses
- monkeyshine
I'm working with a company who has a successful web product and has decided to create a corporate presence that will be an umbrella for multiple products. This is a great opportunity to build a brand from the ground up...the challenge is getting them to do this right from the beginning.
I've facilitated branding workshops before but never a client who is so resistant to walking through the steps to build a brand that will be solid. Example: I set up a workshop to go through some branding exercises and the CEO changed my agenda to a naming brainstorm.
I have challenged him and gotten through a little bit but I need to pull out the big guns. Can anyone recommend some resources that deal specifically with helping clients understand the relevance of a strong brand? I have Brand Gap and Designing Brand Identity.
- Mishga0
try searching here:
http://www.identityworks.com/def…
- flashbender0
I think your first problem is you called it a workshop. You should have called it a PLAYshop or maybe an exploitorium.
- omg...they would have kicked me out of the office!monkeyshine
- jmollica0
Look at his shoes/tie/car. Does he buy into quality, comfort, or aesthetics? This will help you see what he buys into.
- rodzilla0
the brand gap is a good book, that breaks things down in a simplistic form. could give you some good info to help you speak your case.
- ESPtype0
i am going through the same thing...accept i work in an inhouse department as the only designer... and to top that off my CEO has asked that i stop using the existing logo... and to use nothing until she decides what to do.
Meanwhile I have to keep designing publications with no brand...
awesome
- ESPtype0
to top that off even more... the company i work for is a major face in the advertising field
- monkeyshine0
Oh wow, sorry ESPtype. You have the being taken seriously challenge as you are in-house.
Thanks for the input everyone. I have Brand Gap and Designing Brand Identity and I'm pulling as much as I can to help me in my battle. I think getting them to write a positioning statement will help a little.
- d_rek0
This is where bullshitting comes in handy.