ENGAGEMENTS.
Positioning. Framing. Stewardship.
Organizations engage Cohesion at different points in the same journey.
Some begin by defining and directing what an organization, brand, product, service or platform should become.
Others need to organize meaning and direction into practical systems the business can use.
Many look to steward that work as the organization continues to evolve.
Wherever the engagement begins, the objective remains the same: To help Brand contribute more fully to the future of the business.
Positioning, Framing and Stewardship allow Cohesion to apply Brand across individual assets, significant initiatives and the continuing evolution of the organization.
See the Brand Utilization Scale
WHEN do companies engage Cohesion? (Example situations)
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A new CEO, president, owner, CMO or other senior leader is appointed
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The company is preparing for an acquisition, divestiture or spin-off
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A new brand, product, solution or platform is being developed
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The company is entering a new market, category or geography
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The business is preparing for a significant growth or scale initiative
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The company is preparing for investor activity (private equity involvement, recapitalization or exit)
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A founder-led business is transitioning to a more structured leadership model
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The organization is consolidating multiple business units, brands or offerings
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A major website, brand or marketing initiative is planned or underway
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The organization reaches a level of scale or complexity that requires repositioning and new framing
WHY do companies engage Cohesion? (Example reasons)
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The business has evolved beyond how it is currently positioned.
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An acquisition has increased size without increasing understanding.
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Products, services or business units no longer fit together clearly.
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The organization is becoming harder for customers, employees or investors to understand.
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A major investment represents an opportunity to accomplish more than its immediate objective.
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Leadership needs a clearer definition of what the company, product, service, solution or platform should become.
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Brand is being used primarily for marketing when the business requires more from it.
Every engagement is different.
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