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Project team and project plan
The secret power of brands
Week 3
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Building the team
Every branding project is different,
on both the client and agency sides.Each project will need specific expertise,according to its focus. However, there will bekey roles that are standard across allprojects.
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The typical client team
The client team is typically made up of people
from the marketing function, but may also includea number of individuals from various otherdivisions within the company.
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Typical team structure client
CMO
MARKETINGDIRECTOR
MARKETINGMANAGER
DIGITALMARKETINGMANAGER
ADVERTISINMANAGER
BRANDMANAGER
DESIGNMANAGER
INSIGHTSMANAGER
BRANDDIRECTOR
CUSTOMERINSIGHTSDIRECTOR
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The typical brand agency team
The agency team will have several members from three
core disciplines (management, strategy and creative)but may also include specialists from various areas.
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Typical team structure:Agency
STRATEGYDIRECTOR
CREATIVEDIRECTOR
DESIGNERSTRATEGIST
ACCOUNTADMIN
DESIGNSPECIALIST
(3D, MOTION,DIGITAL)
ACCOUNTDIRECTOR
ACCOUNT
MANAGER
RESEARCHER
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Partner agencies
Because brands have many faces to many
audiences, clients and brand agencies willoften collaborate with other creative andmarketing agencies to deliver specific work.
These agencies will have similar teamstructures to a brand agency, but may have
different names for some of the roles.
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Typical partner agencies
Research companies (qualitative and quantitative)
Trend analysts Advertising agencies
Digital
Direct Marketing
Internal communications Public relations
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But teams are not static
Teams on both the client and agency side often
change during the lifecycle of a project.Different skills are needed are various points in thework, and that is when specialists or more supportacross the three roles could be brought in.
On the other hand, work on a project will sometimes
lessen and therefore the team wont need to be as big.
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Typical brand project
Brand projects have no specific formula, but heres one ap
1. Define it
Business to do what?
Brand to do what?
Define the impactbrand must make
2. Imagine it
What does theworld need?
What is specialabout the client?
Create the core ideaShow how that couldbe in the world
3. Make it
Create a brandimpact plan
Innovate new productsand services
Transform skillsand culture
Change how theclient talks and looks
4. St
Make leads
Measu
Keep
evolvi
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The four-stage method
is a typical process for a branding project.
Define the taskBusiness ambition
Task for brand
Imagine the futurePurposePropositionPersonality
Architecture
Action plan
Make the changeInnovation
Identity and
communicationTransformation
Live t
LeadeStrateMean
Actio
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Brand project usually maps out like this
Define the task Imagine the future Make the change Live tw1 w2 w3 w4 w5 w6 w7 w8 w9 w1 w11 w12 w13 w14 w15
Timings vary hugely, and of course the final stage,living the brand, continues indefinitely into the future