Friday, 9 January 2009

Collaboration is key to building a successful brand

All too often brand organisations operate in departmental silos.

Marketing departments rarely talk to sales and no one talks to the customer service department. Digital are the new kids on the block and no one knows how to talk to them.

Then there are the agency partners. Clients ask their agencies to work together but they usually because they don’t know how to, and/or too insecure; and/or not rewarded, and/or are desperate to protect their miniscule margins, etc.

The recession will change everything.

I hope one good outcome will be that brand organisations and agencies will learn how to collaborate.

If they do it should result in improved brand experience being delivered to the consumer.

This is a vital step to move the consumer along the path to advocacy.

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