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BRANDING | The Way Forward: Thinking Outside The Box | Part Five

BRANDING | The Way Forward: Thinking Outside The Box | Part Five

THE BOTTOM LINE

The future of brand-building and brand management lies in defining, integrating, and steering all of these requirements. In addition to a more flexible understanding of brand management structures and state-of-the-art instruments, this will also require a new self-image. Whether it is a shift away from a “corporate design police,” to an internal brand consultant; or from a brand administrator to a valued-asset manager or ambassador of the brand. Because the relationships are so complex, brand management must demonstrate a high degree of intelligence and competence in the area of relationship management. Successful brand-builders will not simply rely on existing, static organizational structures, but create new, more suitable ones.

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