Posts Tagged "strategy cafe"

Branding – More Than Skin Deep

Posted by Rick Knowlan on Feb 3, 2011

Over the years, several of our clients have retained advertising agencies to help boost their visibility and image in the market. While clients often think this will be limited to logos, images, slogans and ad copy, many ad agencies view it as an opportunity for rebranding. This carries a hidden risk. We’ve seen executives approve an exciting new brand before fully understanding its strategic implications and before integrating supporting changes into their strategic plan. At best, this slows the implementation of the new brand. But worse, it may require backing away from the new brand...