Tuesday, September 11, 2007

The telecom (re)branding lifecycle - Part II

This is part II of the article, please read Part I before:

Marcom: It is a very good we will give you the guidelines and you will need to develop all of the communication material. You need to become the brand guardians.
CI Agency: We need to remain the brand guardians and approve all of the work done by the agency.
Marcom (to CEO): We need to extend the contract of the CI agency beyond the logo development. As we need them to develop more collateral and ensure a smooth process. But we will ensure that everything is done according to guidelines
Marcom (to CI agency): You will be the brand guardians and we will send you all artworks to approve
Marcom (to Ad Agency): You need to be the brand guardians and ensure that everything is done according to guidelines
Marcom (to consultants): We need you to be the brand guardians and ensure that everything is done according to guidelines
The ad agency develops the first piece of communication according to guidelines, usually a very minor item i.e. application form
Marcom: No this is not according to guidelines we will send it to the CI agency to check
Consultants: This can work but please send it to the CI agency
CI Agency: No this is not according to guidelines
Ad Agency: The guidelines don’t specify anything about application forms, and this design fits everything proposed in the guidelines booklet
Marcom (to CI Agency): Can you please design the application forms for us
CI Agency: Sure, we will help you out with this. We will also amend the guidelines to include application forms
Ad Agency: Please we need a list of all the items that you need to (re) brand so that we assign the correct resources and give you a timelineMarcom (to Ad Agency): We have developed the attached list of deliverables here it is:


... to be continued

1 comment:

Unknown said...

Dear Sir, This is Ram. I am a PhD research scholar. My area of research is Telecom Branding. So kindly provide me with useful information.