Branding: Three Strategies to Refresh Your Brand

3. Use an integrated marketing team. In this model, best-of-breed specialist firms are selected by you, the marketer, to work with your own internal marketing staff on what Neumeier calls a”virtual superteam.” Members of the team are then coached by your own in-house design manager. This tactic puts you, the catalog marketer, in the driver’s seat. Advantages include a unified media message, best-of-breed specialists that you hire, and internal stewardship, which means brand knowledge accrues in-house. Drawback: “It requires a strong internal team to run it,” writes Neumeier.