“Branding firms live in a pure, uncomplicated world that doesn’t exist for brands”.

This salvo was the opinion of a leading marketer from one of the biggest brands in the world who said to me “they truly don’t have the strategic chops to provide clear, concise, actionable thought-leadership. Most are too busy trying to reinvent a brand’s strategy. So many make up clever titles for the same notion of better defining what a brand stands for.”

This we must stop. Is part of the problem the fact we refer to ourselves as an “industry” which is self serving as opposed to focused on managing our clients business? If we took more time to truly understand our clients business, e.g., where and how they make their money, we might find more interesting things to do than muddling around with the brand strategy – which is the search for an idea. Perhaps that’s why we stay there!

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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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