Geoff Rosenbaum of the Principle Group on Branding – Part 1

Today, I’m happy to publish the first of a series of posts from Geoff Rosenbaum.  Geoff is the Executive Vice President of Principle Group, an international branding company headquartered in the United Kingdom that recently opened a new U.S. office in Tennessee.  I can’t wait to read Geoff’s insights!  Keep reading to get a taste of what he’s got in store for the KeySplash Creative Conversations community!

What if cattle farmers marked 25% of their cows with an old, twisted branding iron, leaving a garbled symbol that could be interpreted multiple ways? Or didn’t brand some cows at all because the animals were located in a hard-to-reach area? 

In a competitive environment, the livestock would be stolen. The farmers’ investment would be lost.

The origin of the term ‘branding’ remains a logical touchstone for understanding the value of focused, steady marketing in today’s business arena. A brand is only as effective as its consistent, quality application, and global companies in particular are keenly aware of the difficulties in achieving and maintaining that consistency. 

Most multi-national ventures eventually find themselves confronted with the lack of reliable brand implementation resources in many regions. Materials not available on a global scale, interpretation of guidelines varying widely, unsophisticated local suppliers – these and other factors contribute to the complexity of effectively implementing a worldwide brand. 

For large-scale branding endeavors such as international skyline sign installations, worldwide identity conversions and multi-site simultaneous rebranding, these challenges can quickly multiply and transform into gauntlets of terror for normally efficient and capable marketing teams. [Read more]