Question

Topic: Branding

How Do I Sell Branding?

Posted by Anonymous on 2/24/2004 at 2:15 PM ET 250 Points
Sat here on the other side of the fence, in a marketing and design agency who offer a comprehensive branding and rebranding solution it is my job to source companies in a position to want to do something about their brand. But I need a little help. I'd like to know a. what triggers a company rebrand (apart from 'need' through mergers etc) and how does one stumble across such a company?
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  • Posted by Blaine Wilkerson on 2/24/2004 at 2:39 PM Member
    Usually what triggers a "rebrand" other than need is a lack of focus, or an unsuccessful product/service...which is usually secondary to a lack of focusing on the value proposition/perception.

    One strategy is to take yourself out of the postion of the service, and into the shoes of the client. Look at it from a buyers prospective rather than from a perspective of what the company perceives is valuable.

    How do you stumble across companies in need? I would look at the stock market, WSJ, USA Today, an newscasting stations like CNN, MSNBC etc. Look for products or companies on the downfall. Watch trends in the market. See who's succeeding and who is struggling...then approach the "fish out of water" with your services.

    Good Luck!!
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