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January 28, 2006
What we talk about when we talk about brand
With apologies to Raymond Carver, so what do three "brand gurus" talk about when they talk about branding? As it turns out, a lot.
I mentioned a couple of days ago that I'd be sharing a panel with brand strategists from JWT and Hodis to talk about brand, brand research, and branding.
As it turned out, Hodis wasn't there. Instead, I was joined by Sasha Strauss , director of brand development at Brand Sense and Larry Greenfield, JWT's strategist, storyteller, oracle. (Yes, that's his title.)
Before the presentations the three of us had a chance to chat about how brand development is done at our respective agencies and the differences were illuminating.
Larry's a creative director. He heads up the research, then turns around and executes on the research he's done.
Sasha's a brand strategist. But in my agency, his role would be closer to an account planner who develops brand positioning and media strategy.
I'm a researcher. I do the deep dives, deliver the documentation, socialize the learnings--and the briefing's done by an account planner.
Each role--research, strategy, creative--obviously plays a vital part in developing a strong, successful employment brand position. Both JWT and TMP have each role covered. (Brand Sense has a different model.)
So if I were a client, who would I go to?
Wish I could answer without bias.
But I can't.
Posted by davidkippen at January 28, 2006 02:53 AM
Comments
I would agree. Thank you for the mention. Pleasure to "panel" with you.
Posted by: Sasha at February 20, 2006 04:30 PM