The brand is in the process

DC.StreetsBlog today posted about a new MIT study that argues that the "benefits of placemaking go deeper than better places." This study asserts that the process (political, social, neighborhood, architectural, construction, public education, etc,) for creating an urban "place" is more important than the change of the place itself.

Similarly, I've often seen, when working with a large organization, the the process of branding or re-branding the organization is as -- or more -- important than the final product. The branding process brings together the the opinions (and objections) of the stakeholders; it tests the view of management against the views of employees, customers, and others; most important -- the process forces the marketing professionals / creatives to deal with the "politics" as well as the marketplace for the organization. The brand emerges -- a brand that may not be what the creatives or the marketing communications pros anticipated.