A brand is like a baby. You take responsibility of it as a parent would do. So who is this 'you'? Is it the marketing unit of the company or independent agency?
Every company has a marketing department even if it doesn't have a wall. The team indirectly responsible for revenue generation (and also considerable spending!) ,directly responsible for sales team go -aheads is one which takes care of the marketing of not just the products today but also of the company tomorrow. With such futuristic goals, is it safe to have agency taking care of the brand?
Some very brief ideas on the above puzzle :
Why is it good to consult an agency/freelance
- Better and breather ideas
- More freedom in terms of creativity
Why not?
- Lesser accountability
- Brand may get a 'stepmotherly' treatment
So what can be done to nurture a brand ?
- Involvement of the CEO or Company head instead of just holding the CMO accountable
- Constant skill development of marketing team (even CMO) where trends and market scenarios are dealt with
- Constant research
- Efforts to regularly reinvent the brand
- Can keep agency on project basis.
Overall a deeper relationship needs to be bridged between the brand and whoever...well..adopts the baby.
Every company has a marketing department even if it doesn't have a wall. The team indirectly responsible for revenue generation (and also considerable spending!) ,directly responsible for sales team go -aheads is one which takes care of the marketing of not just the products today but also of the company tomorrow. With such futuristic goals, is it safe to have agency taking care of the brand?
Some very brief ideas on the above puzzle :
Why is it good to consult an agency/freelance
- Better and breather ideas
- More freedom in terms of creativity
Why not?
- Lesser accountability
- Brand may get a 'stepmotherly' treatment
So what can be done to nurture a brand ?
- Involvement of the CEO or Company head instead of just holding the CMO accountable
- Constant skill development of marketing team (even CMO) where trends and market scenarios are dealt with
- Constant research
- Efforts to regularly reinvent the brand
- Can keep agency on project basis.
Overall a deeper relationship needs to be bridged between the brand and whoever...well..adopts the baby.
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