Comments on: Brand Stewardship: One Is A Lonely Number

By: Lynn Manternach

Lynn Manternach — Mon, 24 Nov 2008 01:22:06 +0000

If only everyone realized it was about the brand… and played accordingly. Pollyanna, I know. From a marketing agency perspective, I’ve found that the long term relationship that is built when you do what’s in the best interest of the brand is worth it. It’s one of the things I appreciate most about agency ownership – I can make the decision to pass up the short-term gains in exchange for the long-term value. Everyone wins.

By: heatherrast

heatherrast — Mon, 24 Nov 2008 00:11:00 +0000

Taking a step to the left, I’ve found the same obstacles exist when vendors or partners of a brand attempt collaboration. PR agency, interactive agency, brand agency, promotion agency, etc. Everyone wants to protect their piece and can get defensive of their reccos. In some ways, that’s a kissing cousin to territories and boundaries that internal groups maintain. Breaking down barriers to rally for the common good of the brand can be tough when there are so many moving parts, conflicting timelines, and fumbled attempts to inspire partnership via manipulation.

By: Lynn Manternach

Lynn Manternach — Sun, 23 Nov 2008 22:14:09 +0000

The internal fragmentation you describe is also very present and problematic in much smaller companies. It’s hard to believe how little attention is provided to facilitating internal communication. It’s hard to build and maintain a strong brand without it.