Brands define the relationship between an organization and its key constituencies. Brand Strategy is the vehicle by which an organization's business strategy can be successfully realized in the marketplace. Brands are also, in their own right, extremely valuable assets of the organization.

ORC has structured its Brand Strategy & Management Practice to assist organizations in maximizing both their brand's power in the marketplace (including the organization's internal audiences) as well as its asset value. Importantly, we have developed a 'real world' practice that can help an organization succeed: we focus on working with our clients to develop the best solution possible … not the idealized, best possible solution.

The Practice can support client business strategies across such critical disciplines as brand strategy, brand alignment, brand management and brand research/intelligence.