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  • Writer's pictureBrian Creath

Don’t Count On Your Agency To Develop The Brand.

Updated: May 3

In many cases, companies that hire agencies expect that those agencies will properly nurture and manage their brands -- even though that's usually not why the agency was hired.

Today, most agencies and marketing firms are hired for a specific effort. Increase leads. Drive sales. Introduce a new product, or service. And the brand? While the agency will certainly use it to accomplish the task at hand, too often, the brand is redirected to fit the needs of this task and as a result, weakened.

Or worse, damaged.

Years of vertical and niche efforts can take their toll on brands and the complex architecture of branded assets. You cannot simply milk the equity from a brand, you must feed it, too.

At Cohesion, much of our work is dedicated to helping companies rebuild brand and sales platforms in which both the brand and vertical sales/marketing efforts can be driven, together. We build the initial strategic templates that allow agencies and internal marketing resources to effectively develop vertical efforts without diluting or redirecting the brand.

Better yet, we often work alongside internal marketing departments and outside marketing resources to insure that brands evolve and grow, properly.

It's an approach that has saved organizations valuable time and money, as well as creating new efficiencies and understanding. 

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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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