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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.

Peace.

 

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slack logo

Mike Troiano, CMO of Actifio, pointed to an article today about a company called Slack that just got another round of funding, this time for $160M.  Slack is an office instant messenger, Drop Box sharing, productivity app. I’m sure there is more to it, but it does sound familiar. Anyway, Slack will take this money, bank it, then go out and buy a number of Aeron chairs, a distressed oak conference table, and 6 interactive flat screen video panels. Also lots of servers and next year’s head ware. (Last year was the fedora, this year the knit cap.) What they won’t put on their shopping list is a brand strategy.

They already have nice videos and graphics. A good logo and copy, but the most fundamental strategic document they can own, won’t even be on their radar: a brand strategy. Business plan – check. Mission statement –check. Founder’s vision – check. Cultural manifesto – check. But unless one of the founders has a brand planner as a friend, there will be no check next to brand strategy. Their VCs should know better but they don’t.

This is not meant to pick on Slack. I worked at a start-up (Zude.com) that Robert Scoble and TechCrunch loved. We failed and had a brand plan. This is not me as a furniture salesman saying every company needs new furniture. This is me as a house builder saying every house needs a design and a plan.

Good luck Slack. Get yourself a brand strategy, approve it, and stick to it. (BTW, it’s not a marketing plan.) Peace.

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