This three-stage scale shows how organizations apply Brand.

For more than twenty-five years, we've been expanding how organizations understand, leverage and apply Brand. That work has led us to a simple conclusion: Brand is capable of contributing far more to an organization than its traditional role has allowed. Applied at a higher level, Brand becomes a strategic business discipline that expands a business' overall value and potential. Our Firm Profile provides an overview of the thinking that has shaped Cohesion, the philosophy tha

For more than two decades, organizations have invested heavily in technologies, platforms and capabilities that transformed Performance Marketing into one of the most measurable, manageable and accountable business functions in the enterprise. The investment was well placed. It also created an unintended consequence. While Performance Marketing evolved dramatically, comparatively little attention was devoted to expanding the functional role of Brand. Today, many organizations

The obvious time to engage an outside brand resource is for a planned brand initiative. Major efforts like brand, product and service, launches, rebranding, repositioning, portfolio reframing and more. But in addition to those planned efforts, we’ve found that the deeper and more impactful value of our brand work comes from day-to-day stewardship: The work with leadership teams and marketing to constantly calibrate brand and business direction as the organization subtlety evo