Where has the value for market research and consumer insights go to?
How is it that clients and agencies alike are giving less thought to this first and (to my humble opinion) most important step for any Brand Strategy.
aka – THE BRAND CONCEPT
Crunched times, hard deadlines, small budgets… All clearly affecting the “concept”. But NONE of these is an excuse to jump this key strategic process!
Ok Ok … I agree I have to think of the man/woman behind the Brand or Account.
Brand Owners, we shall call them, are the experts behind their strategy. Owners that of course (and rightly so) have revenue and ROI’s in their mind.
Safe to assume, the first thing that pops into their mind when you dare say the words concept are:
“How long will it take”
“How much will it cost me”
“We don’t need a concept for this part” –my personal nightmare
While starting to redesign The Dashing Brand Club ’s new identity, I didn’t have to start from scratch, wonder what direction I was going to take or worst, just seeing if I can come up with something good out of nothing.
All I had to do was, check the Brand’s initial concept document where a clear defined personality and Brand values were established. Proving that a well thought concept is an effective way to reshape a Brand’s new identity without the risk of loosing a Brand direction.
Concepts are of the same value to strategies, as the Adobe Suite is to Graphic Design.
Is not a matter of time.. is the creative tool, Brand Strategists use to create.
What is best for the Brand, what is good for the Brand, what does this brand even look like?
Are questions answered only through a clear CONCEPT.
The only side I’m with, is the Brand’s side. I can’t help It… it’s even in my professional title Brand Strategist.
I believe I can even come up with a creed:
Thou shall create a strategy that expresses and fulfills the Brand’s Creative Concept as well as its Strategic Business needs.