Why PR Folks, Not Advertising Agencies, Should Manage Corporate Branding
I’ve long believed that, with some exceptions, advertising agencies should lead product branding efforts while public relations counselors should guide corporate branding. Here’s a well-thought-out article on this topic, from the PRSA Web site.
At my company, we are working with a marketing firm for our corporate rebranding. Its scope has included extensive internal and external research, resulting in a new themeline, new corporate brochure plus product flyer inserts, new Web site, sales toolkit, trade show booth and PowerPoint design.