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In
the last five years, there has been an explosion
in brand strategy consulting – design
agencies have reconstituted themselves as
brand identity groups, management consultancies
have invested in the brand strategy space
and ad agencies have claimed with increased
vigour that they are the true custodians
of brand.
PR
agencies and market research firms have
also jumped on the bandwagon.
But
who is providing what, and what are some
of the respective strengths and weaknesses
of various brand strategy providers.
(Please
note the views below relate to Australian
market participants and the Australian arm
of international consultancies. Our comments
below are based on our perceptions of the
current market, and should not be read as
fact but opinion).
Design-Led
Consultancies:
many players in the brand strategy game
had their origins as design groups (Landor,
Futurebrand, Wolf Ohlins).
Their
strength is realising the brand in a visual
context, and creating strong brand identity
programs.
Their
weaknesses tend to be around understanding
fully the interrelationship between the
internal/external brand, implementing the
brand holistically throughout an organisation
and brand metrics.
Management
Consultants:
many of the world’s respected consulting
groups have ramped up their brand strategy
efforts in recent years (McKinsey, Mercer).
Where
they excel is in methodologies and models
for understanding the strategic role of
brand, especially the economics of brand
(e.g. metrics, valuation, shareholder return).
Common
weaknesses: brand strategy implementation
and brand communications strategy.
Advertising
Agencies:
no one surpasses adland in terms of projecting
the brand via specific brand communication
tools such as advertising and DM.
However,
where ad agencies are typically weakest
is around understanding brand as a core
strategic principle, the alignment of the
internal and external brand and sophisticated
brand measurement.
There
is also a tendency (given what they are
selling)to recommend advertising-led solutions
as the centerpiece of client’s brand
communications programs.
PR
Agencies:
as above for ad agencies, but replace media
for advertising and DM.
Market
Researchers:
clearly they excel at measurement and tracking,
but often lack the “whole of organisation”
perspective in terms of brand implementation
and brand alignment.
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