Corporate Identity: we’re in crisis too but we should be able to recover faster (Part 4)
Over the coming months, and certainly the next few years, dramatic change and transformation will become all too familiar, altering the very dynamic of every commercial industry. The brand consultancies that flourish will certainly be those who are capable of providing empathy, deep understanding and truly innovative solution.
The true thought-leaders, those that have started to restore my confidence, have chosen not to rely on past statistics from which weaker competitors will try to propose future solution. As specialists and experts in our field, it is our responsibility to now take the ‘bull by the horns’, to review, adapt and focus on the flexibility our profession allows, to embrace the most appropriate technology and to never lose sight of the expertise we bring and are paid to provide. Alan Siegel is certainly right about one very important thing, keep things simple.
The very process of rebranding provides the key to survival and, when administered correctly, can certainly provide an accelerant for recovery. If ignored, or practised badly then, for some, recovery is set to take even longer and the guy at the newspaper stand will always be one step ahead of the game.
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By Dan Dimmock, 30 April 2009
Dan is an identity consultant and senior founding partner of Pollen in London. Previously he has worked with a number of the world’s most recognised branding agencies. His contributions have covered a full spectrum of brand development and rebranding, from strategic positioning through to implementation, for such clients as Action for Children, Havas Digital, Reuters, Smith and Nephew, Waitrose and Wyeth.
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