Branding is no longer a vertical, it’s a horizontal. What’s your view?

I met a fascinating young brand strategist yesterday who is clearly ahead of her years and is rapidly elevating her career with the help of a delighted employer. We discussed what has changed in the 5 years she’s been in the business and it was optimistically enlightening. The scenario painted was that brand 5 years ago was narrowly defined (ouch, I thought I’d helped change that much earlier:) project lead program of typical parts: idea, strategy, identity, implementation and so forth. But now the game has changed and that we as consultants are actively sought and paid for to educate clients and agency partners on how brand works and how it impacts internally i.e. branding/consultancy had become broader – “it’s no longer a vertical, it’s a horizontal.” Cool stuff from a young turk. What’s your view?

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Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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