arrow5 Comments
  1. Peter Thomson
    Feb 21 - 5:52 am

    Fair point that brand strategy rightly includes all of the factors that could impact on a perception (and thus the brand). But you’re wrong that advertising agencies miss this point.

    It’s simply that ad agency brand strategists and planners are attacking the problem from the easiest starting point… marketing. They know as well as anyone else that the brand strategy needs a holistic organisational grounding.

  2. Regine Wilber
    Feb 21 - 5:19 pm

    I guess part of the problem is that companies will happily spend money on an advertising and communication strategy yet hesitate to commission the above mentioned deeper analysis and understanding of their brand – especially in the SME sector where many won’t have a brand manager as such.

    Perhaps part of the reason is that at the end of the day, an advertising agency will provide tangible results whether or not they take an in-depth brand strategy into consideration and there is a lack of awareness on the client’s side concerning the ability of a brand strategy to enhance and add value to all aspects of advertising and communication.

    I agree that the advertising planners are probably well aware of the difference – but are their clients?

  3. Brad VanAuken
    Feb 21 - 9:10 pm

    Interestingly, I just finished facilitating an educational workshop on brand management for Malaysian business executives. Two different companies were trying to solve product problems with brand repositioning. Brand management includes marketing but is much more than that and marketing includes brand management but is much more than that. The trick is to get companies to address the real issues rather than reflexively turning to their ad agencies for new logos, taglines or marketing campaigns. And, I am flattered that more and more organizations turn to brand management to solve a host of problems; however product, organization design or internal systems problems cannot be solved via brand identity or messaging. They need to be solved at a deeper level.

  4. @Kaleb_Francis
    Feb 21 - 11:58 pm

    “What are all the things that we should do so that our target customers prefer and are loyal to our brand?”

    When I try to think like the consumer I build a customer journey map, often I’ll find the pain-points that will point me in the direction to help place the brand above the competitors.

    Obviously there are many other insights but being able to make the consumers life better is a major puzzle to solve.

    Why is it that marketers are so willing to spend hundreds of thousands on an above the line campaign that has a short life cycle where as they baulk at the cost of brand strategy?

  5. Jussi P
    Feb 23 - 6:11 pm

    Exactly. Couldn’t agree more.

    Unfortunately the narrow perspective on marketing and brand management doesn’t limit itself to many advertising agencies (thankfully I also know a few agencies, who also see brand strategy or marketing strategy in their broader context). The same perspective is is apparent in many companies up to the CEO level. Especially if discussed outside of the consumer goods industry.

    I always try to emphasize that marketing and marketing is thinking about how to sell more and then doing it: link to theoutsideviewblog.com. Just to keep it simple enough. To me brand management goes to the same domain, as the only reason for a brand to exist is to further the cause of the company (profit) or organization (other gains).

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