Branding at speed

Howard Belk

This article reveals the fundamental shifts in the way agencies and their clients must develop, launch and manage brands in an age where speed of delivery and rapid results are paramount for success.

Branding at speed

Howard BelkSiegel+Gale

HP wanted a complete overhaul of its brand in four months. This is the new reality of brand building, requiring new processes, workflows, and speed.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

The call came on a Wednesday, the first of June 2011. I was making my way through the evening rush of New York's Grand Central Station when my iPhone buzzed. Marty Homlish, the new chief marketing officer at HP, was...

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