Comments on: A new role for brands—at the core of business http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/ Brian Phipps on next-generation brands: Thu, 21 Aug 2008 17:22:23 +0000 http://wordpress.org/?v=2.0 by: Brands Create Customers » Blog Archive » As mass media dies, brands are born anew http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-25042 Fri, 10 Aug 2007 00:22:55 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-25042 [...] Merge your brand team with your innovation team(s). They are one and the same. [...] […] Merge your brand team with your innovation team(s). They are one and the same. […]

]]> by: Brands Create Customers » Blog Archive » Interaction design: the new key to brands http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-13308 Mon, 26 Mar 2007 20:58:30 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-13308 [...] A company will need interaction designers on the brand team. Without them it will struggle to develop the digital brand interfaces and interactions to produce its desired brand outcomes. While a company may wish to build brand relationships via certain digital platforms (such as widgets, blogs, groups, social software, etc.), the digital interfaces it deploys must exhibit a unity, focus, utility and efficiency that works both for the customer and the brand, while also carrying the design load of the brand identity. This requires a high level of interaction expertise. It can’t be accomplished ad hoc. There is really “one” integrated brand interface instantiated along many brand threads. [...] […] A company will need interaction designers on the brand team. Without them it will struggle to develop the digital brand interfaces and interactions to produce its desired brand outcomes. While a company may wish to build brand relationships via certain digital platforms (such as widgets, blogs, groups, social software, etc.), the digital interfaces it deploys must exhibit a unity, focus, utility and efficiency that works both for the customer and the brand, while also carrying the design load of the brand identity. This requires a high level of interaction expertise. It can’t be accomplished ad hoc. There is really “one” integrated brand interface instantiated along many brand threads. […]

]]> by: Brian Phipps http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-8421 Mon, 29 Jan 2007 18:35:45 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-8421 Scott, Thanks for the comment. Please note that the contents of this weblog are subject to copyright, and are not intended to be freely "shared." The brand core model is proprietary and is used as an anchor concept in our brand consulting practice. As such, it's the intellectual property of Tenaya Group LLC. It is part of what differentiates our approach from that of mainstream brand consultants. That said, we are always looking for ways to expand our relationships with other consultants who see the brand challenge as we do. Drop me a line at bphipps@tenayagroup.com. Perhaps there are ways we can agree on a working relationship that can include sharing of elements such as the brand core model. This agreement would be necessary before you could incorporate the brand core model in your "client education" sessions. . Brian Scott,
Thanks for the comment. Please note that the contents of this weblog are subject to copyright, and are not intended to be freely “shared.” The brand core model is proprietary and is used as an anchor concept in our brand consulting practice. As such, it’s the intellectual property of Tenaya Group LLC. It is part of what differentiates our approach from that of mainstream brand consultants.

That said, we are always looking for ways to expand our relationships with other consultants who see the brand challenge as we do. Drop me a line at bphipps@tenayagroup.com. Perhaps there are ways we can agree on a working relationship that can include sharing of elements such as the brand core model. This agreement would be necessary before you could incorporate the brand core model in your “client education” sessions.
.

Brian

]]> by: Scott Hauman http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-8419 Mon, 29 Jan 2007 16:05:40 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-8419 Your new brand core model is a fantastic visual. It tells the whike story very quickly. Thanks for sharing. I hope to incorporate this model in my "client education" sessions. Your new brand core model is a fantastic visual. It tells the whike story very quickly. Thanks for sharing. I hope to incorporate this model in my “client education” sessions.

]]> by: Brands Create Customers » Blog Archive » Value-based brands: Part II — Brand Innovation http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-4893 Thu, 14 Dec 2006 06:53:21 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-4893 [...] In value-based brands, the brand team is responsible for innovating brand value. They are, first and foremost, innovators. They’re key members of a company’s innovation team. They still maintain their media and communication roles, and contacts with media and design experts, but their focus is on brand innovation as part of new product development. They work hand-in-glove with engineers, programmers, product managers and customers to create new forms of brand value, and the platforms and programs to deliver them. Their mission is to grow the customer, the product, the brand and the business through new streams of brand value. [...] […] In value-based brands, the brand team is responsible for innovating brand value. They are, first and foremost, innovators. They’re key members of a company’s innovation team. They still maintain their media and communication roles, and contacts with media and design experts, but their focus is on brand innovation as part of new product development. They work hand-in-glove with engineers, programmers, product managers and customers to create new forms of brand value, and the platforms and programs to deliver them. Their mission is to grow the customer, the product, the brand and the business through new streams of brand value. […]

]]> by: Brands As The Core of Business | brandXpress blog http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-2601 Thu, 21 Sep 2006 09:58:47 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-2601 [...] Read full post here. Tags: advertising, brandcore, brands role, business, business model, business practice, communication, core brands, innovation, marketing, packaging, Strategy, symbols [...] […] Read full post here. Tags: advertising, brandcore, brands role, business, business model, business practice, communication, core brands, innovation, marketing, packaging, Strategy, symbols […]

]]> by: Jack Yan http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1472 Sun, 16 Jul 2006 09:53:14 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1472 You’re right, Brian: GM is a very clear example of where it failed. They went through a brand structure some years back—or so they said. On closer examination, it was just a renamed, confused sales structure. You’re right, Brian: GM is a very clear example of where it failed. They went through a brand structure some years back—or so they said. On closer examination, it was just a renamed, confused sales structure.

]]> by: Brian Phipps http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1289 Tue, 04 Jul 2006 03:50:47 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1289 Well, it's going to be a long haul, but I think we will eventually get there. The logic of "leading with your brand" is so strong that companies just can't ignore it. Or, they can ignore it and wind up like GM, and a long list of others. Well, it’s going to be a long haul, but I think we will eventually get there. The logic of “leading with your brand” is so strong that companies just can’t ignore it. Or, they can ignore it and wind up like GM, and a long list of others.

]]> by: Jack Yan http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1254 Sun, 02 Jul 2006 10:34:17 +0000 http://tenayagroup.com/blog/2006/06/30/a-new-role-for-brands-at-the-core-of-business/#comment-1254 I am a huge believer in brand being at the core, something I have tried to steer clients into doing. After all, many clients, especially in the west, cannot compete on price. Processes may be unique but they can hardly connect to every member of the organization. And structures and finances usually lack differentiation. The brand model has not been shown to fail, only its misapplication (as in where a company says it has a brand orientation, but does not actually implement it). I am a huge believer in brand being at the core, something I have tried to steer clients into doing. After all, many clients, especially in the west, cannot compete on price. Processes may be unique but they can hardly connect to every member of the organization. And structures and finances usually lack differentiation. The brand model has not been shown to fail, only its misapplication (as in where a company says it has a brand orientation, but does not actually implement it).

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