Consensio Business Navigators™ » collaboration

Experimenting with new media

consensio — Wed, 11 Nov 2009 16:00:04 +0000

Measuring begins with Collaboration

consensio — Tue, 21 Oct 2008 08:49:34 +0000

In an article recently published in the Professional Journal of the Australian Marketing Institute, Rachel Olding describes in depth the divide between Marketing and Finance and how

“Intangible assets are the the reason marketers get out of bed in the morning”.

According to Olding, assets that make up brands, reputation and customer value are only slowly coming to the attention of other senior executives particularly in Australia.

Quantifying brand performance has senior marketers and finance executives fighting to grasp each other’s language and context.

“Quite simply, successful brands require effective marketing and financial management”

Major contributing factors to the communication gap are:

A culture of departmental silos
mistrust in the marketer’s measurement skills
underestimation of the importance of brand from the senior management
limited and fragmented relationships between departments

Olding goes on to cite two Australian business case studies illustrating her point that only a joint collaboration and coordination between Marketing and Finance achieves deeper brand equity.

She goes on to quote Prof. Don Schultz, who is summarizing the standard of Australian brand management as too little up-front investment in resource allocation and too much time spent on measuring past performance.

This is a very poignant article which is very appropriate to all firm sizes and industries across Australia. How often does your CFO/Accountant partner with the Managing Director, and the CMO/Marketing Manager/Coordinator in your business to discuss the next year in a brand panel?

Know Your Brand Inside Out

consensio — Fri, 20 Jun 2008 06:59:58 +0000

Brand portfolio strategies are facing inward into the organisation and ensure that all marketing segments and target audiences are covered. This is also true for internal marketing activities. In collaboration with HR, internal marketing strategies are most effective when they are approaching employees from an integrity and values angle.

At Consensio we find the involvement of employees from all areas of the company is our priority in brand development. Our clients want to achieve information and commitment, but we find it is only in the interaction with the brand, that the idea of visual information sticks with people. Unlike other brand developers, Consensio has developed a process that starts before the presentation of visuals and truly makes our client the co-author of the brand communication.

This process is seamlessly working with internal HR processes and organisational development goals. It enables our clients to build trust through information, collaboration and shared visual identity. Brand portfolio strategies come alive when the client is the custodian of it.