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Managing Brand Assets | Part One

Managing brand identity assets requires enlightened leadership and long-term commitment to doing everything possible to build the brand. The mandate to build the brand must come from the top. If management’s commitment is tepid and the resources committed are minimal, the original investment will most likely deliver a dismal rate of return.

To the surprise of many clients, the brand identity process does not end after corporate letterhead and business cards are printed. This is when the work really begins. Because it takes quite a while to get to this point of visible accomplishment, many managers assume that the time, money, and energy spent thus far represent the majority of the investment. Wrong. It’s just the beginning. Creating the brand identity was the easy part. Managing these assets well is harder.