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No, I don’t want to see your brand dodecahedron
Brand strategy is only half of the equation. By itself it is creatively undefined and left to individual interpretation. A brand strategy is needed to translate and define the image, voice and behaviors in the market.
A brand + creative strategy methodology is most effective. It provides enough structure to the creative process to consistently deliver ROI.
The 'secret sauce' however will always be the quality of the team. Their critical thinking and creative problem solving skills, how they creatively interpret and translate strategy, how well they rationalize their decisions and how they challenge themselves to avoid mediocrity.
I agree smaller strategic shops tend to do this best. Larger firms need to streamline processes and generalize results in order to be profitable - striping most brands of their distinction and opportunity in the market.
Mon, 2 Jul 2012
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