Lambie-Nairn boss Schroeder says designers should take control of branding

Christian Schroeder, chief executive of Lambie-Nairn, says that designers should strive to market their branding strategy to company bosses rather than leave the task to advertising agencies.

Despite the long-held view that the strategic direction of brands is the responsibility of advertising agencies, Schroeder says that the industry is in disarray as it struggles to come to terms with diverse media platforms and channels.

Writing in the next issue of Design Week, Schroeder says, ‘Still no-one is standing up and challenging the position of the advertising agency, even though the campaigns are becoming increasingly tactical and short-term, and this position is less tenable than ever.’

Schroeder says that the branding and design industry must step up and prove that it has the ‘hunger, quality and, moreover, the confidence’ to fill the vacuum.

He says, ‘We should be brave enough to look outside our immediate sector and finally understand that we are in the business of ideas that make a commercial difference, and not the business of design for the sake of design.’

Read Schroeder’s full comments in the next issue of Design Week, out tomorrow.

Hide Comments (5)Show Comments (5)
  • Jennifer November 30, -0001 at 12:00 am

    There are many design companies who already embraced this approach. However businesses need to be educated about what our creative industry has to offer. More designers, architects, people and companies need to realise what brand and branding actually means and encompasses, then they will understand that it needs to be a one-stop approach.

  • Jason Thorne November 30, -0001 at 12:00 am

    This is really encouraging. As a designer focussing on branding, I’ve found there is often a big gap between what the client wants to achieve and what the designer can deliver. But if you show willing, it’s up to the client to meet you half way, and sometimes they do.

  • Ian Swift November 30, -0001 at 12:00 am

    Bring it on – designers make great brand managers!

  • Guto Evans November 30, -0001 at 12:00 am

    I would say that making a commercial difference is high priority for any serious design company, and working directly with clients to achieve this is very satisfying and rewarding.

  • Geoff Griffiths November 30, -0001 at 12:00 am

    I agree with Ian – the two go hand in hand 🙂

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