There are different philosophies and methodologies on how brands should be built and more specifically, who should build them. I figured I'd outline a few ideas on the subject.

Is it the branding firm's job to build the brand? I mean, they are the experts right?  You can't challenge them because they can throw out big marketing terms and have done this so many times.

Is it the client's job to build the brand? After all, this is their business.  How can some outside company tell them who they should be when they are the ones that are living it out?

Or maybe it's both. Maybe it's all about co-creation.  We happen to strongly believe that the idea of collaboration and co-creation  is paramount to building a great brand.  Our main job is to facilitate the process and make sure it's all done right, but in no way do we do it on our own.  It requires great commitment and investment (not talking money here) from our clients throughout the process and after the work is complete.

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