Vous êtes confronté à des opinions contradictoires sur votre stratégie de marque. Comment pouvez-vous les arbitrer efficacement ?

The Art of Brand Strategy is synthesis. It is listening to diverse voices from the inside world of the brand and the outside world of the brand and creating a crystalization of what the brand stands for. Sometimes (almost always) that means listening to conflicting opinions. The key is to look for the patterns. Patterns are hard to ignore. Conflicting opinions are often where brands get stuck - it's 1 person's opinion against another. Looking for a pattern means something has been said multiple times which means the thought/idea has energy behind it.

The 'Listen First' principle is paramount. It involves establishing a space where each voice is recognized, nurturing an atmosphere of respect and transparency. This method not only reveals varied perspectives that may be crucial for the brand's trajectory but also promotes a feeling of inclusion among stakeholders. When individuals feel their voices are valued, they tend to embrace the shared vision, which simplifies the process of reconciling differing views into a cohesive brand strategy that appeals to everyone.

Listen to the different clashing opinions carefully. Sometimes it might just be a problem in execution and not strategy. If it is indeed a problem in strategy though, it is wise to take everyone's opinions in.

Consider also that some people may not say what they really think due to politeness if fear. You can be innovative by perhaps hosting anonymous, gamified feedback sessions where team members can suggest and vote on ideas without knowing their origin, fostering unbiased collaboration.

I agree that understanding and aligning with your brand's core values is essential when mediating conflicting opinions on strategy. Revisiting your mission statement ensures that proposed strategies reflect these values, serving as a guide to keep discussions focused and relevant. Personal Insight: In my experience, facilitating open dialogues where team members can express their viewpoints in the context of brand values can be very effective. Encouraging a culture of active listening and mutual respect helps in finding common ground. Additionally, documenting key decisions and the rationale behind them can help maintain alignment and transparency throughout the strategic process.

I think that's a wonderful idea. Prioritizing just what you want to achieve with your brand should be the keynote of any brand strategy!

I agree that collaboration is the best way forward. There will be different personalities in the room, those that dominate and those who are quiet. To ensure everyone has a voice is critical. Collaboration I feel is the best way forward, and also the best way to get the ideas out because all ideas are good ideas.

Organizations will have different ways of making decisions. As a professional working in branding, it's important to know how decisions are made from the client's side of the table. Ideally, you're working with one decision-maker who facilitates feedback on behalf of the entire client team. Or, if the client is more 'democratic,' you may need to be the one to facilitate decision-making through interactive discussions and documentation. At every point in the process, confirm you've built consensus before moving on. Oh, and most importantly, make sure the decision-maker is in the room! You can't go through project material without the decision-maker involved, that is, unless you want your project to flop.

Before or while listening to others' POV, ensure that everyone is fully immersed into what the brand is, what it stands for, and where you want to brand to go. I don't mean if they saw the deck or listen to the presentation, I mean, TRULY understand it. Sometimes disagreements come from not being clear on what the brand is, the values, the mission, where we want to go. The strategy should be aligned with that so it's crucial that everyone understands it.