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Brand-building continues to be of key importance tomarketers as people demand greater accountabilityand consistency throughout a brand’s ethos andtheir visible products, employees, partnerships andmarketing. Companiesthatunderstand the importance of guarding holistic brand alignment will be inclined to form brand(and/or creative) councils to ensure brand stewardship across their organizations. WHO SHOULD SIT ON A BRAND COUNCIL? Brand councils are typically composed of the people responsible for the culture, core operations and customerexperiences of an organization. This might include: Leads ofRegional/LocalCritical Marketssuch as US, Chinaor EMEA CorporateCommunicationsExecutives SeniorManagementCEO, CFO, COO Business unitleaders, strategicplanning,marketing, sales Research, HR,operations Advertising, PR,investor relations As an alternative, the council can also consist of brand representatives from individual lines of business, whothen report directly to a senior management committee. WHAT VALUE SHOULD A BRAND COUNCIL DELIVER? The most valuable role of a brand council is not in creating or evaluating a potential brand strategy, but inchampioning and monitoring the ongoing implementation of that strategy. •Purpose:Championing alignment on purpose•Qualifications:Only include participants that can empower councils tofacilitate change•Perspective: Function like a project team that knows how to motivate actionand exert influence in their responsibilities How do you get the Brand Councilto function as a change agent? •Achieve a consistency in the values that the brand projects in its actions andcommunication.•There is an agreement by top management on what those values are•Support from top management for the process of adherence to thedocument that outlines those values•Systematic communication of the brand values throughout the organization•There is a risk that the brand council (often more focused on enthusiasmand creativity) will clash with the business strategy of top management (whoare likely more conservative). There must be total agreement on the role ofthe brand council, otherwise the work becomes counterproductive. What is the ideal relationshipbetween the Brand Council &Senior Business Management? Roles & Areas of Attention ROLE AREAS •Product development- Resolveconflicting priorities, or at leastbring the parties with differentinterests together in a brand-focuseddiscussion.•Partnerships– Ensure brandobjectives are also met andbrand equity is protected in thearrangement.•People strategies– Shape peoplestrategies throughout the employeelifecycle, from recruitment totransition; champion brand alignment.•Brand guide and tools- Overseethe development and deployment ofbrand guides and tools, and they mayprovide leadership for brand rolloutmeetings and experiences. •Stimulate thesharing of insights andbest practicesacross countries.•Support a common globalbrand-planning process.•Assignmanagerial responsibilityfor brands in order to create cross-country synergies and to fight localbias.•Executebrand-building strategies. some responsibilities of a Global Creative CouncilUnilever •Leads Unilever’s global creative partnerships with Facebook, Instagram, Google, YouTube, Twitter, Snapchatand Tik Tok. •Leads Unilever’s Creative Effectiveness training program and Creative Judgement tools. •Leads innovative digital advertising production processes to drive up efficiency without impacting effectiveness. •Leads digital creative AI & content automation technology platform partnerships. •Helps Unilever brands to unlock more progressive, effective creativity. the goals of a brand councilBayer •This global initiative brings together senior leaders from a variety of companies representing strategic agencies aswell as industry brands. •The Council aims to harness progressive and collective creativity of industry marketing experts to deliver theBayer Consumer Health Division’s purpose of empowering the transformation of everyday health. •The Creative Council focuses its discussions on how the creative industry addresses pressing topics such asmisconceptions about health, representation in advertising as well as brand sustainability. What Are Some Watch Outs? Not facilitating global brandleadership Examples of Brand Council Activities A CPG Company •Sponsors a “marketing university” roughly three times a year •35 or so marketing directors and general managers from around the world meet for a week •The university gets people to think about brand leadership concepts, and helps people overcome the mind-set of“I am different—global programs won’t work in my market” •Creates a group of people around the world who believe in and understand brands and brand strategy. •Country managers present case studies on packaging, advertising, and promotions that were tested in onecountry and then successfully applied in another An Energy Company •Networks connect people in the company (and sometimes