Letter to the Editor: Brand Strategy is About Fusing Many Elements

By Sarah Essex, Campaign, November 9, 2007

Dear editor,

Brand strategy needs to lead creative and media execution, but even more, it needs to "fuse" with it.

In your discussion on the future of comms ("Who owns the future?", Campaign, 5 October), you asked what types of professional services companies are best able to provide strategic support to brand owners. Strategy consultants? Creative agencies? Media agencies?

Walker Media's Phil Georgiadis argued strategy consultants might deliver terrific analysis..buI they wouldn't bring you "Your M&S".

But it need not be this way. l chose to join the brand strategists and consultants David Aaker, Michael Dunn, Scott Davis and colleagues here at Prophet for this reason. Our consultants bring operating, strategic, analytical and creative skills to bear on branding issues.

The advantage of this manifested itself when the company worked with UBS to develop its one brand strategy. The brand architecture and positioning choices that UBS made were driven by fusing analytical and operating insights together with strong creativity.

SarahEssex
Senior Parmer
Europe
Prophet