What value do brand strategy consultancies like Siegel+Gale, Landor, Interbrand, etc bring to the table? Doesn't what ultimately get implemented by ad agencies primarily influence the brand strategy?

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@op Reading everything written by Marty Neumeier is a good place to start.

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I think they are supposed to think more holistically about the brand/product. I would imagine that a really good brand planner could do their job, but I think too many agencies still think in 30 second spots-- which is driven by compensation.

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They go deeper within the organization. Sometimes it's something internally that needs to change... could be the culture, could be the identity, could even be a delicate situation like a merger/acquisition that needs handling with kid gloves... either way, an 'ad' is not usually the answer they are looking for.

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What books, literature, or other mediums do you guys recommend to learn about brand strategy consulting?

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Anything by Reis, Trout, Holt, Reeves

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