I blame the parents...
2nd Sep 2011
Devising a corporate communications strategy can be a complex and complicated task. A sophisticated contextual analysis is required, realistic and measureable objectives must be carefully considered, audiences identified, key messages crafted and a targeted implementation plan agreed.
But for firms that are the subsidiaries of larger entities, or parent groups with a range of constituent parts, this process can be harder still. Many elements must be taken into account. Which brand should take the lead on which topics? How should you mitigate negative associations with one identity spilling over into brand contamination for another? What to do when the need for differentiation means key messages may seem to be in conflict?
Unfortunately there is no single answer to these challenges. The solution is a combination of research, measurement, negotiation and co-ordinated implementation that must be kept continually under review. Ultimately, an impartial, objective and expert perspective on these matters is needed, and that is where professional communications consultants can add real value
Marc Woolfson - Director