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.
January 19, 2018 in Marketing
Back a couple of decades ago I wrote a memo to the president of FCB/Lever Katz, an ad agency in NYC, during a new business pitch for the consumer portion of the AT&T account, expected to be a $200 million dollar account. There had been a reorganization of AT&T and the head of the business […]
January 5, 2018 in Marketing
I found a little piece of scratch paper in my pile with this quote on it: “Customers who share your values will be attracted to your brand and are likely to become loyal to your brand and even enthusiastic advocates.” The quote was by Brad Van Auken of Forbes. If you believe this statement raise […]
January 4, 2018 in Marketing
I’ve done a good deal of brand work with startups. It’s not the easiest work but it is exciting because a great deal of the planning takes place “beyond the dashboard.” When I break out the “24 Questions,” (the follow the money questions) there’s not a lot of history to discuss. No last year’s earnings. […]
January 3, 2018 in Marketing
I’ve never used the word inchoate in a blog post before. Its definition is hard to remember, as is its pronunciation. I means “not fully formed” or “partially in existence.” Okay, okay you know where this is going. Am I that transparent? Most brands use inchoate brand strategy. Everyone says that have a brand strategy. […]
January 2, 2018 in Marketing
Brand strategy is, in a word, discipline. I define brand strategy as an organizing principle for product, experience and messaging; that’s all fine and good. But if the paper strategy isn’t actualized by management and marketing, all is for naught. As someone who came up in the ad business, I know that getting work approved […]
December 29, 2017 in Brand Strategy
Before Christmas, I was removing dead strings of Christmas lights from garland – not a recommended pastime – and as the mind wandered I thought of my favorite pastime brand planning. While hunting for the next light in the branches I found that my sense of touch was often more powerful than my eyesight. When […]
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]