As an ad guy, I’ve had the fun of developing brand campaigns for many major companies.
Trust me, there is no standard process.
However, it’s safe to say that the first task is for all parties to agree on what the brand stands for. In theory, this should be easy, yet many of the biggest companies find it perplexing.
(See my story about Microsoft’s internal brand struggles three years ago.)
The who-are-we debate can rage for weeks or months before creative work can actually begin.
I had night-and-day experiences developing brand campaigns for Dell and Apple. At Dell, the strategy phase went on for months without reaching a decision. The process became so arduous, the process simply sputtered to a halt. Continue reading →