In a recent article on http://www.desantisbreindel.com/ looks at how one logo doesn’t always translate into a cohesive brand.
One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, hoping to create synergies across a diverse array of practice areas that would lead to cross-selling opportunities and, ultimately, more substantial relationships with clients.
A brand plays a powerful role in building credibility internally and externally by bringing a company’s disparate offerings into a single, compelling value proposition.
But as we began to dive into internal interviews with leaders and consultants within each practice area, we saw that there was a huge disconnect between management’s vision and actual behavior in the field. With little uniting the organization at a strategic level, employees were at a loss when trying to articulate the common purpose they shared with their peers in other divisions. The problem, in short, was the absence of a brand.
Read the full article here