- Brand implementation
Brand implementation refers to the physical application of
brand identityacross visual identity carriers. This can include signage, uniforms, liveriesand branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project managementand retail design.
Brand implementation emerged as a discipline in the 1990s when brand owners recognized the need for consistency across branded estates. Traditionally, brand implementation was handled by various parties, including shop-fitters, interior designers and sign companies. Lack of centralized project management led to inconsistencies, while information dissymmetry meant suppliers had too much control over brand issues. Brand implementation was thus coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.
Brand implementation is now a critical discipline focused on binding the relationship between the target audience and the brand. This allows brand implementation firms to identify the best possible manufacturing solution for each project.
Magic and Logic
Brand implementation does not involve the design or creation of brand identity. Instead, brand implementation agencies work closely with
branding agenciesto ensure that the latter’s work is applied accurately and consistently. This relationship is referred to as Magic and Logic. Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).
Integrated marketing communications
Branded Asset Management
Retail design/ Visual merchandising
*Baxter, Marilyn (2006) "Magic and Logic, explains the relationship between design, procurement and agenices
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