http://danielmckenzie.com/blog/2008/10/should-marketing-own-the-brand/ Musings on design matters, technology and culture. Wed, 25 Jan 2012 17:24:26 +0000 hourly 1 http://wordpress.org/?v=3.1 http://danielmckenzie.com/blog/2008/10/should-marketing-own-the-brand/comment-page-1/#comment-7 Mark E. Sackett Wed, 29 Oct 2008 17:48:23 +0000 http://danielmckenzie.com/blog/?p=41#comment-7 Most companies still pay lip service to 'Branding" and that is because most really don't know what it is. Neither do many of the consultants and designers doing "Branding". As you said they often think it stops with proper logo usage and implementation. But the bigger issue that effects these companies is the lack of integration and understanding between sales and marketing. I think every company should be organized under Brand and that sales, marketing, corporate communications and PR should all report in to that Brand group. It would make my job 50 percent easier. It would then allow us to focus our strategic efforts into the other areas of the company and its customers who are unclear as to what the brand can and will do for them if properly aligned and articulated. Most companies still pay lip service to ‘Branding” and that is because most really don’t know what it is. Neither do many of the consultants and designers doing “Branding”. As you said they often think it stops with proper logo usage and implementation. But the bigger issue that effects these companies is the lack of integration and understanding between sales and marketing. I think every company should be organized under Brand and that sales, marketing, corporate communications and PR should all report in to that Brand group. It would make my job 50 percent easier. It would then allow us to focus our strategic efforts into the other areas of the company and its customers who are unclear as to what the brand can and will do for them if properly aligned and articulated.

]]>