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Teamwork is What Makes the Brand Work
By: Emory Brown
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The old adage "Together Everyone Achieves More" (TEAM) is true. Two heads are better than one and seven heads can be better than two. Yet when it comes to branding, it’s about cross-organizational teamwork, which can be a very tricky subject at times depending on where you are in the world and what type of team you are working for. However, the truth is that the brand team is bigger than the people sitting in the marketing meetings with you.

I used the term “cross-organizational team” to make the point that teams must interact across departments and even organizations to make the magic happen from a brand standpoint. Sometimes people are so focused on their own contributions and don’t see that they’re merely a piece in the magnificent puzzle the consumer sees once it’s completed. Most creatives are guilty of this and account managers may have a more severe case than anyone on the brand management team. Yet those of us who understand the magic of truly collaborating on ideas and innovations instead of waging war for credit know that everyone can be a chef in the five-star kitchen of branding.

It takes a lot of people to build a brand. It’s not just us folks who speak fluent marketing sophistication. It is also the guy who is standing behind the counter at your client’s business, making sure the customer gets exactly what they ordered. The guy who plows the snow to make sure Mrs. Johnson can walk safely to the front door and also carries her groceries to the car. A brand team, in reality, is not just the people who use the word “brand” in every phone call. The brand team consists of everyone who makes it happen every day to ensure the brand promises we make great communications about are reality.

Top-down team management is so late ‘80s. Really, it’s so Dark Ages. It’s truly why I carry a stake and a cross in my backpack. That’s why I’m reaching out in 2014 to remember the people who make it possible for you to come to work every day. We may not see each other, but we are working together for the common good; to bring great products and services to the people that love our brands.
It's truly a job that requires teamwork. So next time the UPS guy drops off a package at your house, make sure you give him a high five; he’s just scored a touchdown for Team Brand. 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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