Branding: Three Strategies to Refresh Your Brand

2. Use a brand agency. In this model, you would work with a lead agency, usually an advertising, strategy or PR firm. That firm then assembles especially for your project a team of specialists and specialist companies. “The brand agency leads your project,” writes Neumeier, “and may even act as a contractor, paying the other firms as subcontractors.” Advantage to this model: You can use best-of-breed subcontractors gathered by the brand agency to unify your particular message across various media. Drawback: You give up a lot of control to the brand agency.