It starts with large and midsized organizations that have subsidiary businesses, profit centers, properties, products, services and/or brands. Organizations large enough to have complex marketing and sales needs (and challenges), but not necessarily large enough to support (and fund) a variety of separate brand efforts.
[Too many choices often make understanding (and purchasing), difficult.]
One day it happens: “I think we need our own logo for our (fill in the blank from the list above),” says one of the good people running one of the (fill in the blank from the list above).
Without an overarching architecture on how brands, positioning and messaging work inside the larger corporate organization, too often the answer is, “Ok.” The business/product/brand unit feels good. The designer that gets the logo work feels even better. But the overarching brand that customers and employees must work within, suffers. Momentum for the single identity of the overall brand is diluted. So is internal unity, morale and focus.
Because focus is powerful. It’s much easier to believe in (and rally around) one thing than 10.
As the our digital world continues to create a more singular portal for brands and diverse audiences, customers and ancillary audiences have fewer and fewer venues in which to view product and service brands in isolation. These brands are almost always viewed in the context of the larger, umbrella corporate brand.
The internal cost and labor efficiencies of having a more monolithic brand architecture create strong financial and operation rationale for consolidation of assets. (At Cohesion, we have been able to save organizations up to 30% in hard cost, simply by implementing centralized strategies that reduce marcomm waste.) The ability for external audiences to mentally link product brands / properties with the positive reputation of a known corporate brand, creates even more rationale.
At Cohesion, we have worked with complex, branded organizations since 1999. We’ve developed a process to develop corporate brand platforms, to consolidate and leverage equity across all audiences, issues, products and services. More importantly, this work creates an evolution that sets these efforts on the most efficient, consistent and relevant path possible.
Read our white paper: The Case for Brand Consolidation
Interested in learning more about our approach and how it can add value to your efforts?
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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 cohesioncompany.com, or contact Brian Creath, president, at bcreath@cohesioncompany.com.
At Cohesion, we have worked with complex, branded organizations since 1999. We’ve developed a process to develop corporate brand platforms, to consolidate and leverage equity across all audiences, issues, products and services. More importantly, this work creates an evolution that sets these efforts on the most efficient, consistent and relevant path possible.
Perhaps you could use a bit of assistance building and delivering the right message? If so, we should talk.
To learn more about how Cohesion, can assist with your efforts , email Brian Creath, president, at bcreath@cohesioncompany.com, or schedule a 15-minute call with him, here.
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