AlinaWheeler-DesigningBrandIdentity

Who develops brand strategy?It is usually a team of people; no one does italone. It is a result of an extended dialogueamong the CEO, marketing, sales, advertising,public relations, operations, and distribution.Global companies frequently bring in brandstrategists: independent thinkers and authorities,strategic marketing firms, and brandconsultants. It often takes someone from theoutside who is an experienced strategic andcreative thinker to help a company articulatewhat is already there.Sometimes a brand strategy is born at theinception of a company by a visionary, suchas Steve Jobs, Jeff Bezos, or Anita Roddick.Sometimes it takes a visionary leader, such asLou Gerstner, former CEO of IBM, to redefinebrand strategy. Companies frequently surviveand prosper because they have a clear brandstrategy. Companies falter because they donot have one.The role of the consultant indeveloping brand strategy is tofacilitate the process: askingthe right questions, providingrelevant input and ideas, gettingkey issues to surface, andachieving resolution.Erich SippelPresidentErich Sippel & CompanyThe importance of brandstrategy and the cost ofbuilding brand identity shouldbe understood at the highestlevels of an organization andacross functional areas–notjust sales and marketing–but inlegal, finance, operations, andhuman resources as well.Sally HudsonMarketing ConsultantEvery senior leader in anorganization must be focusedand accountable for translatingthe brand strategy.Betty NelsonGroup Director, Global CommunicationsIMS HealthWana is Morocco’s new fullserviceglobal telecom companyoffering fixed line, mobile, andinternet services. With the coreidea of putting the customer incontrol, Wana revolutionizedthe telecom market in Moroccoby delivering on this promiseat every touchpoint from namethrough design and productexperience and offering. Thename Wana means close to you.The Wana symbol, a dynamicstar, references the Moroccanflag and connects with theMoroccan spirit.© David Arky PhotographyWana: Lippincott13