Organizational Design is a shiny new business thing. A number of smart brand planners and digital raconteurs have noticed that many corporations are floundering using old org charts and technology. Old infrastructural assumptions. So these new change agents are hoping to consult their way to new revenue streams as org design consultants.
Ten years ago “Social Business Design” was an inchoate business response to poor organization. It attempted to alter business by using digital social tools. Those tools turned into software and much of the concept was lost. Sure Slack is a cool social tool. Dashboards and marketing platforms have emerged and evolved – mostly to streamline and cut cost. But organizational design, the recasting of the modern business in a way to make it more responsive, agile and effective, though a fine pursuit has been mostly talk.
My consulting business is a brand consultancy. I make no promised to reorganize your business. But organizational design is a likely and probable outcome.
Defined as “An organizing principle for product, experience and messaging,” brand strategy has the potential to touch everything: supply chain, customer care, manufacturing quality, hiring, and advertising. All are possible levers in brand strategy.
Brand strategy ain’t what it used to was.
October 19, 2018 in Marketing
There are lots of corporate executives out there who believe brands are the provenance of packaged goods companies. And while they will admit to having a brand name and logo, they don’t see the need for a brand strategy. Service companies are about selling and sales teams. They are about lead generation, acquisition, sales commission, […]
October 18, 2018 in Marketing
…was yesterday’s headline announcing someone new will be fill the costume of Big Bird on Sesame Street. The new talent will study Big Bird’s mannerisms, body language, physical quirks and more. Going to game film, as it were. I’m not sure if the voice will change but my guess is the new Big Bird will […]
October 17, 2018 in Marketing
If I’ve read it once, I’ve read or heard it a thousand times, the four words in the headline referring to good advertising: Cut through the clutter. Talk about setting the bar low! And if you are advertising you are branding. Proponents of this kind of investment need to be taken to the woodshed. If […]
October 16, 2018 in Marketing
ROS stands for return on strategy. In my world brand strategy is strategy. As “an organizing principle for product, experience and messaging,” there is very little that a brand strategy doesn’t touch. So as Sears tries to become profitable out of bankruptcy and needs to sell under performing stores, that’s about the product. The retail […]
October 9, 2018 in Marketing
Lots of people talk about company culture. Like it’s a good thing. I’m not so sure. Culture, of course, is a good thing. But company culture, in and of itself, can be limiting. When you put a bunch of likeminds in a room the tendency is to swim together. Nothing wrong with a little corporate […]
October 8, 2018 in Marketing
First question, “Do you have a brand?” Most marketers will answer yes. Second questions, “Do you have a brand strategy?” Those same people are likely to pause then offer a less-than-emphatic yes. Third question, “Can you articulate your brand strategy?” This is where the homina-homina kicks in. It’s a simple fact that most brand practitioners […]
October 4, 2018 in Marketing
Storytelling is big in marketing today. One flavor espoused by Co-Collective CEO Ty Montague is called Story Doing, a smart improvement. I’m a fan-boy of doing rather than telling. HOWEVER. And with me there is always a however when it comes to brand. However, a word that trumps “story” is “strategy.” Using Mr. Montague’s construct […]