 |
A good understanding of what makes a good consultant is important for anyone who wants to get into the consulting business, specifically brand consulting.
Brand Strategy and Brand Management Consulting are similar to business management consulting except that specialist-technical skills are required in brand strategy. Therefore, it is essential to have a sound understanding of what business management is in order to become a good brand consultant.
Father of modern management Peter Drucker defines management as:
“The coordination and maximisation of resources of a legal entity through a complex & ongoing assessment to achieve results and performance that is specific to that entity.” [1]
Block et al. define consulting as:
“… the business of providing professional or expert advice in the aspects of a client’s knowledge that they cannot handle by themselves.” [2]
From an academic perspective, de Chernatony and Dall’Olmo Riley propose that a
“brand is a multidimensional construct, matching a firm’s functional and emotional values with the performance and psychosocial needs of customers” [3]
From a commercial perspective, Tai and Chew (2011) define a brand as:
“… an idea that occupies the minds of customers. In the absence of idea ownership, there is no brand.” [4]
In view of this, we the brand consultants (or “brand strategists”) of StrategiCom pride ourselves as expert-professionals who provide advisory in brand strategy through the formulation of differentiation. We use this unique approach to achieve the intended mindshare performance of the brand(s) for our clients.
At StrategiCom, we are experts responsible for undertaking brand strategy assignments. We provide brand strategy advisory based on the evidence drawn from research and formulated strategies. We act always in the best interest of the firm and we administer our services for a fee. The underlying economic principle that we embrace as a firm is this: “we bill a client only if we bring value”. This is how we earn the trust of our clients.
As we are expert-professionals in brand strategy, we seek like-minded well-trained expert-professionals who are competent and credible in the management science of brand strategy formulation and differentiation strategy. Your career experiences, academic achievements and publications must be relevant and reflect deep and extensive knowledge in this field.
[1]Drucker, Peter F., 2007. Managing in the Next Society. The Classic Drucker Collection. 2007 edition. Oxford: Butterworth-Heinemann, p.187.
[2]Block et al., 2001. The Flawless Consulting Fieldbook & Companion. A Guide to Understanding Your Expertise. New York: Wiley & Sons, p.7.
[3]de Chernatony, L. and Dall’Olmo Riley, F., 1998. Defining A “Brand”: Beyond the Literature with Experts’ Interpretations. Journal of Marketing Management, 14(5).
[4]Tai, J. and Chew, W., 2011. B2B—10 Rules to Transform Your Business into a Brand. Singapore: Marshall Cavendish Business, p.16.
|
|
PRINT
E-MAIL
SHARE