Cohesion Strategies

Its belief is unique and ultimately simple: the way to reap your brand’s maximum value is to make it work harder for your business strategy. Cohesion marketing is therefore about aligning brand and business strategy. It's about ensuring that all efforts deployed work seamlessly towards the same plan. It does not involve deploying more efforts, but deploying them in a cohesive manner to avoid friction, fragmentation and waste and to deliver maximum value. When brand and business strategies are perfectly aligned, the result is maximum return on investment. Fewer efforts are required, and all efforts lead to shaping a single, powerful, coherent impression in the prospect's mind. The Cohesion Planning Process™ rests on the premise that a brand is the very sum total of what a business can stand for. It is the sum total of what the prospect sees, touches, feels and experiences about the product, service or company. It reconciles the brand direction with the business strategy. It delivers a solid, simple and universally understandable brand plan that can be carried throughout the company, delivered on a daily basis by all employees. It allows the company to focus its efforts on the most important cues on which consumers rely to shape their impression of the brand. It provides alignment between internal and external activities, with the single-minded objective of creating a brand that influences behaviour and of deploying only those efforts that will provide significant returns.