Many brand planners, by title, do the daily strategic work of advertising agencies: “Let’s write a brief for a new customer acquisition program,” for instance. At What’s The Idea?, I concern myself with work at the root level. I work on the master brand strategy; the brand “claim and proof planks” that drive all aspects of marketing. Important as tactics are, they only support and bring to life the master strategy.
Master strategy is brand planning at is most scientific. Done right, it is measurable and predictive of results. But, I’ve just come to learn planning is just that – planning. Only when the plan is followed, activated and enculturated can it work. When not followed, when not complied with, it lays fallow.
Hence “Brand Engineering.” Brand engineering goes beyond planning. It take a plan through to implementation. Brand engineering rolls out the plan – insuring understanding and adherence. When a brand strategy is understood it frees brand managers, agents and consumers alike to participate.
Smart brand consultants get this. Landor and Interbrand make brand books about this – textbooks really — to explain how to live by the brand. But, sadly, they sit on selves more often than not.
Stay tuned from more thinking on brand engineering. It’s going to be a thing.