Simply put, Brand Management begins when the client (and often their trusted agency) decide on the way they will be recognised in the market. It is obvious that this recognition and its continued integrity is valued extraordinarily highly, literally (sometimes on the balance sheet) and emotionally, by those who have endeavored to invent and build the brand.

Once developed, managing the company brand through all of its implementations / manifestations, internally and particularly externally, can be a high risk and certainly costly exercise if not approached 'professionally'. By 'professionally' we mean "approached as one would manage a major event" which it is of course.
Unless you were a building-construction expert you would not let your staff build your office building! (ironically, your building may not be worth as much as your brand - on the balance sheet).

The following individual elements disclose our approach to Brand Management. To confine the explanation, the scenario assumes an established company is about to launch a new product. The story begins with the original creative concept and ultimately can appear in many media elements. It is our attempt to unveil the entire 'end to end' story.