Geoff Rosenbaum of the Principle Group on Branding – Part 2

Time for part two from 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.  You can follow the link to read Part 1 of Geoff’s branding series.

Implementing a global brand can be a big, complex and terrifying endeavor. It’s not uncommon to be faced with hundreds of sites in several countries, all needing to be finished yesterday. You probably don’t speak the language in all these regions, and it’s doubtful you have brand champions established in every office in your worldwide organization.
 
But it’s your job to turn concepts into practical reality. As an example, take large-scale branding endeavors such as site signage and interiors. What must you do to ensure material quality and design are consistent, installed according to your standards, and quality-checked to assure your superiors the project has been correctly managed across all locations?
 
As promised in our last post, we’ll spend the next few weeks reviewing the five rules of brand implementation as developed by Principle Group through multiple, successful global programs. Rule number one is to Plan It Like a Military Campaign. [Read more]