Consensio

Morality describes goal posts of boundaries and rules. However, Ashman and Winstanley (2007) like to think otherwise. Linking the corporate identity construct with Asian tailor sweatshops, fast food displays and corporate fraud, they link moral and ethical conduct to misleading the public.
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Over the years I have developed a different approach to brand building. I am convinced that the old agency model of ‘we come in and give you logo, website and some marketing’ approach does not work for small/medium enterprises (SME’s).

10. Agencies don’t like to share. SME’s don’t have the same inflexible staff and strategies as large company departments. In SME’s people wear many operational hats and can often provide service components themselves. For example, graphics or programming can be provided by the client themselves. Agencies fear the uncontrollable client.

9. Agencies like to sell packages.Flexibility, tight cashflows followed by tight timeframes make the agency project management a nightmare. Agencies get often caught selling compromise instead of substance.

8. SME’s don’t have understanding of their own Marketing strategy. Agencies have a service selling strategy.

7. The brand is only as strong as the stewardship of the brand by the client who owns it. If it isn’t steered by in-house, agencies own it.

6. SME’s are too busy to care about their goals and lack in-house resources. Agency account managers are there to manage their brand project outcomes.

5. Agencies have large overheads and design competitions to win. SME’s think they need business cards.

4. Account managers listen to their clients. Account managers listen to their creatives. Creatives speak to their account managers. Creatives don’t speak to the clients.

3. “Time is money. We can only afford a limited amount on marketing. What’s the strategy again?”

2. “A website is what we need. Every business has one. What’s a web 2.0? Do we need a brand like Nike? I mean we are just a small fish in a big pond.”

1. “Two hours ago I couldn’t care less about this brand stuff. I’m just in admin. After this workshop, I have a sense of where we’re going and it’s exciting to be part of this. Can I come and see the design proposals when you’ve done them for us?”