In the era of product brands, it was good enough to look at branding as a way of posturing through communication, logo and packaging. Not anymore. In the era of organisation brands, branding is more like 'self-expression' and it pervades all that the organisation does such as product, staff training, retail environment, HR policies, R&D, finance.
In short, brand and business are just two sides of the same coin. Brand is that invisible bridge that connects the internal environment of an organisation with the external. For this reason, the best organisation brands of this era like Apple or Infosys have been built not by brand managers, but by CEOs who are in touch with the ‘uniqueness’ of their brand and are able to orchestrate all the activities of the organisation around it. The role of the brand strategist therefore is far more demanding, as the enquiries need to be soft and hard, internal and external at the same time. Our work involves resolving these contradictory aspects by identifying the 'uniqueness' of the organisation and defining the implications on all aspects of business. |
