March 20, 2015

AW Capabilities Month Brand Strategy Week in Review

Welcome to Addison Whitney Capabilities Month!

Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels.Make sure to join the conversation on social media using the hashtag #AWCapabilitiesMonth.

This week, we focused on Brand Strategy, which encompasses the strategic and planning aspects of your branding portfolio. In this special edition of the AW Rewind, we will take a look back at the brand strategy-focused brand salsa posts from this week!

What is Brand Strategy?

OfficeImages_18At Addison Whitney, we feel brand strategy is important because success is a strong marriage of business and brand strategies.

Successful brands are built on a foundation of meaningful brand strategy. And, that strategy provides the framework for what your brands mean and how they should be organized.

Oftentimes, making decisions about the future of a brand can be politically charged and challenging for an internal team to confront on its own. It’s difficult for a company to be objective about themselves – tenure and passion have a tendency to cloud constructive decision-making. That’s where we come in. Read more…

AW Capabilities Month Case Study Wednesday: Sonoco

As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories, especially our brand strategy experience. That’s why this week’s “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them, will focus on our brand strategy work!

Following its Tegrant acquisition, Sonoco sought to create a new brand architecture that would integrate Tegrant’s three businesses into Sonoco’s primarily master branded strategy in a way that would effectively communicate the brands and product offerings while minimizing any loss to brand equity and sales. In addition, it was important that the new structure help tell the Sonoco protective packaging story to existing and potential customers. Read More…

The Two Pillars of Efficient Brand Strategy

Managing a brand efficiently has both time and monetary implications. Both are valuable, but often limited resources that are essential to developing and maintaining successful brands.78354558_5

This is especially important for organizations working to establish meaning and purpose for multiple brands in their portfolio. However, this is not always the case, and when brands don’t have a well-defined meaning or purpose, organizations run the risk of missing an opportunity to capitalize on the value of their resources. But there also must be an efficient use of time and resources from the parent company in order to ensure success across their portfolio.

There are two main pillars that address these components, and that strongly impact the ability to commit time and financial support to brand strategies – Prioritization and Organization. Read More…

Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – TwitterFacebookLinkedIn and Google+.

Want to get exposed to real projects and attain real-life knowledge and skills vital for success in brand strategy? Click here for information about interning with the Addison Whitney brand strategy team!


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