What does firms like Interbrand do that agencies don't?

likehelpful
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Uh, identity work is a totally different craft, in many more mediums and with different considerations than comms.

For example: airline livery. You have to account for the weight of a paint scheme in added fuel costs. So it’s designing with those constraints in mind. Lots of stuff like that.

likeupliftinghelpful

They plan and design long term/big picture things - such as come up with the name for a brand, design logos, color palettes, choose and/or design typefaces for brands, design systems, write brand guidelines, develop new brands, refresh old brands. (You probs can tell I used to work at a place like that!)
Also, people with a branding foundation usually get annoyed when ad agencies try to do branding; ad agencies more naturally think in terms of short term campaigns and don’t always think things through from end to end - how it will affect ALL the pieces of the brand (like print, digital, environment, tone of voice, motion, packaging, etc)

like

Brand consultancies (Interbrand etc.) a
go deeper into the business strategy and conduct market analysis to identify future market opportunities, closer to what management consultancies do but with a lens of how the brand can drive that long-term vision and business growth. We work a lot at the core/foundations of building a brand, closest to the business strategy, including brand strategy, customer segmentations, customer journeys, naming, visual identity, brand experience, and brand messaging. Brand architecture and portfolio strategy, as mentioned, is especially a foundational practice of marrying brand and business and is something we do which most other agencies can not.
We do less campaigns, implementation and downstream activations or much digital. Though, like the rest of the industry, we try and merge into these areas or at least partner with sister agencies.
At best, we’re much more rigorous in our analytics and strategy and are better positioned to help the client achieve long-term business value or do transformational change. At worst, we’re heavy on powerpoint decks that don’t make it to execution.

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Everything mentioned already is 100% accurate, but is still only a portion of what Interbrand offers. The caliber of excellence and quality in strategy and design is something no ad agency can ever compete with

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Fascinating

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