Bespoke Team.
Bespoke Process.™
With each project, we assemble and manage a team of specialists, as appropriate, in research, strategy, and design to provide an individualized process from the following services:
Research and analysis
Communications and research review
Internal and external interviews
Qualitative and quantitative research
Audience analysis
Comparables analysis
Strategy and positioning
Communications issues, implications, recommendations
Position statement and position pillars
Image attributes
Naming, nomenclature, and brand architecture
Organization taglines
Design and touchpoints
Organization visual identity
Digital and print applications
Environmental design
Brand activation
Implementation and management
Brand guidelines
Launch consultation
Introduction and training
Photo: Peter Aaron/Esto, The Richard B. Fisher Center for the Performing Arts at Bard College
Consulting
Let us know your thoughts and we’ll develop the right process and deliverables together.
Broad to Focused. Some of our engagements are broad, encompassing organization-wide research, brand strategy, and visual identity components. Others are focused, for example, on a new organization tagline, a website, positioning, or brand guidelines. And, there’s a whole spectrum of projects in between.
Information-Driven Projects. With all projects, we customize the process outlined above: an appropriate combination of information gathering and analysis, strategy development, writing and/or design, and producing the needed communications tool(s).
Many Kinds of Engagements. We also provide general consultation on branding and communications issues, such as how to approach and begin an organization branding project, garner board and senior management support for a branding project, or provide an outside view on current brand practices.
Training
We’ll develop a process and deliverables in which we can both be confident.
Guidance for Communications Tools. Sometimes your organization, a department(s), or your Board needs guidance on thinking about and using your organization’s brand. Other times you may need help in training your writers and designers to better value and effectively use your organization’s brand guidelines. Or there’s a drift from your brand or guidelines, and you need to rectify that situation.
Addressing Needs Together. We’ll start by speaking with you to fully understand the situation and then together we’ll create a process with desired outcomes that we both feel will address the issues and move the situation to resolution.
Timing and Mode. Training can take place in a day or two, over several weeks, or once a year. It can be in-person or face-to-face via video conference.
Speaking
Let’s talk and work out the details.
Talk About Branding. You want, or you realize you need, someone from outside your organization to talk about branding in the cultural field in general and/or perhaps specifically about your organization. Perhaps you want to sensitize your Board to the issue as part of a retreat or in advance of a strategic planning session. Or you want your department or organization to hear about what branding should do and has done for organizations as part of a professional development session.
Goal-Driven Engagements. We’ll work with you to refine what you’d like to achieve. Then, with you, we’ll figure out the best speakers, format, and situation for what it is you want to accomplish.
Many Kinds of Engagements. Sometimes this type of information is best absorbed in person. Other times a webinar or video conference is the way to go with how information should be presented and discussed.
Select Engagements
The Chinese University of Hong Kong
Guest Speaker, Master of Arts in Cultural Management Programme
Brand Strategy for the Cultural Field: A Conversation with James McNamara
Click here to view the series videos:
Part 1 – Branding Primer – 05:35
Part 2 – Differences Between Corporate and Cultural Clients – 07:41
Part 3 – Organizational Influence on Attendees – 04:55
Part 4 – Perspective on Organization Success Factors – 05:34
Part 5 – Tips for Success on Working with Consultants – 04:48
Part 6 – Career Tips for Future and Current Managers – 03:25
California Association of Museums
Conference Speaker, Increasing Attendance and Support:
Branding, Does it Still Matter?
New York University
Guest Educator, Graduate Arts Management Program