Do you have a role in brand, communications, customer experience, marketing or product?

Do you see your organization’s brand as a strategic asset that crosses departmental and functional boundaries?

Are you interested in improving brand outcomes or learning from how other organizations are bringing their brands to life?

If you answered yes to at least two of these questions, this study is for you!

What’s This Research All About?

Last year I wrote a quick overview of the idea that sparked this study:

Business leaders generally acknowledge the idea that brand crosses organizational boundaries. However, they are then often very ad-hoc about how they manage its impact across functions, or manage the impact of functions on the brand itself.

I am interested in exploring three questions:

  1. Are specific ways of aligning organizations around their brand better than others?
  2. What are the…

The following is the first in a series of posts I plan on writing as I pursue my major research project (MRP) at OCAD University, as part of the completion of my Master’s of Design, Strategic Foresight & Innovation.

As I write this, I’m in an early, exploratory part of the proposal phase, where my goal is to move toward a detailed project/research plan.

With the MRP, I’m interested in advancing a perspective about what I’m (for now, at least) referring to as “brand alignment”.

More specifically, I’d like to develop a discipline-agnostic framework or methodology. One which helps organizations…

Reposted, and modified from my original post on

It seems like almost every time I get together with fellow planners someone asks me what it’s like to work as one within a PR agency. And rightly so. It’s a relatively new function within the world of PR, which has spent the last several years moving away from a model where everyone was expected to do everything.

In many ways the role is the exact same: Nobody can succinctly articulate what it is you do, but everyone knows the work is better when a planner is involved.

At the same…

David Akermanis

Strategy Consultant. Researcher. Design-thinker.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store