Comments on: An evolution: from brand book to brand website

By: jared

jared — Thu, 19 Nov 2009 22:57:52 +0000

Sorry for taking so long to respond. Great feedback as always.

@Sean & Alex: yes, a wiki is a great way to explain it.

@Jean: There are many limitations to the agency model, but this isn’t one of them. Having a brand wiki doesn’t erase the need for creative individuals to make great work.

@Denise: Not surprised. You always seem to be a step ahead or five ahead!

By: denise lee yohn

denise lee yohn — Sun, 15 Nov 2009 17:23:35 +0000

when i headed up brand and strategy for sony electronics, we created a resource like the one you’re describing — we called it “being sony” and it was a collection of insights, interactions, and downloadable tools intended to inspire, inform, and instruct all stakeholders to interpret and reinforce the brand appropriately — that was nearly 10 years ago! i agree it’s surprising how few companies have followed suit in the time that has transpired.

By: Jean

Jean — Sat, 14 Nov 2009 10:39:50 +0000

I think the problem comes from agencies… If they sell brand websites to theirs clients, it means : ok dude, you don’t need us for the couple of years to come…

That doesn’t fit with their business model, based on a smart never-ending blend of self obsolescence and “innovation” (websites, techs…)

Multiply this statement by the number of bees around a brand and you’ll understand my point.

By: Alex Walker

Alex Walker — Fri, 13 Nov 2009 22:19:33 +0000

I like the wiki part Sean

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Fri, 13 Nov 2009 20:50:00 +0000

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By: Sean

Sean — Fri, 13 Nov 2009 20:29:15 +0000

I’ve had clients where the brand “book” is more folders of constantly updated files so that’s at least current – I think the ideal case would be to have a Wiki style website (with a more user friendly content management system).

Maybe we should make it as a project together and pimp it out as a joint venture. Kind of like how there’s all those services who do the web-based annual reports. Cookie cutter service.

By: Jamie Berger

Jamie Berger — Fri, 13 Nov 2009 20:02:24 +0000

Great idea. The richness of a website would be a much better place than a book or printed manual to illustrate a proper brand experience.