Travelin Ann Feb 12, 2010:

I'd say monitoring/tracking/follow-up - whichever works best with the rest of the source text tenor.

Rob Grayson Feb 12, 2010:

@all I'm late to the party... I worked for 6 years in financial services marketing, and had a fair bit to do with marketing agencies who also worked in other sectors. Based on my experience, I'd go for monitoring of the VI, as has already been suggested.

Aude Sylvain Feb 12, 2010:

j'ai surtout travaillé avec des agences marketing, en tant que juriste. Donc je me trompe peut-être, en particulier pr moi brief = présentation des besoins et des grandes lignes pour permettre la création - Je comprends à la lecture du post de M que ce mot peut avoir un autre sens ds ce contexte et être le synomyme de charte graphique (dc déjà créée). Du coup je me rangerais plutôt effectivement aux côtés de M : "monitoring", soit le suivi de la mise en oeuvre de l'IV (déjà entièrement créée) par les autres agences, et non le développement de l'IV (création de l'adaptation / de la déclinaison de l'IV)

Travelin Ann Feb 12, 2010:

@Martin Yes, I'm also familiar with the "style manuals" from my own long international business career.

@Ormiston - as I understand your original post, this is a "corporate rebranding/repositioning." I googled corporate+rebrand+steps and got quite a few articles on the 3 or 5 or 7 or 10 most important steps in the process. Maybe a look at some of those will help.

Martin Cassell Feb 12, 2010:

@ann yes, long ago I used to work with lots of those!
but many of those are oriented toward corporate identity rather than product branding, where the process is a little different, in that the team responsible will also produce a more detailed, concrete implementation (graphic "assets", templates, etc.) in various media (from stationery upwards), and the "suivi" applies to usage; in branding, the development (implementation) work is typically farmed out to multiple creative design teams, so the "suivi" applies to their various treatments of the brief.

ormiston (asker) Feb 12, 2010:

on 'style manuals' Further on in my text (dealing with a different brand) I have this, just for your interest, for which I am most grateful.

"Objectif : dans un contexte de crise sectorielle, consolider la marque et assurer son expansion internationale par la mise en place d’une nouvelle stratégie de valeur :

Écriture de la nouvelle plateforme Monde de la marque,
Elaboration des cahiers de style des deux marques BBBB & CCCC dans un objectif de différenciation (sémantique et visuel),
Définition de la stratégie premium de la marque. Territoire d’expression, impact sur l’offre produit et la communication,
Recommandation sur les futurs systèmes d’appellation produit dans le cadre d’une nouvelle gestion du portefeuille d’offres proposée

Martin Cassell Feb 12, 2010:

I see Aude's point: interpretation really depends on wider context, but in the context of product branding I think "monitoring" might apply: the "brief" might take a form close to a "charte graphique" for each product: this would be sent out or otherwise communicated to every agency involved in producing ads, marketing materials, etc: the "suivi" would consist of monitoring their conformance to the brief, to ensure that all the different treatments reinforce the brand.

Travelin Ann Feb 12, 2010:

@Martin and Ormiston wrt "enforcement" - quite a few online examples of "style manuals" for the proper usage of a visual identity. http://tinyurl.com/yfrof7w

ormiston (asker) Feb 12, 2010:

now I have doubts... What do Ann (& Martin) think here?

Aude Sylvain Feb 12, 2010:

j'ai peut-être été peu claire, je comprends la chose suivante :
brief et suivi identité visuelle = a) brief/briefing relatif à l'IV, puis b) suivi (p. ex. création et développement) de l'IV
i.e. la création de NNN se fait en 3 étapes successives :
étape 1 création du concept du produit
étape 2 brief sur l'IV et développement de l'IV conformément à ce brief
étape 3 création du nom

Travelin Ann Feb 12, 2010:

Thanks, Ormiston
That makes a difference, IMO.

ormiston (asker) Feb 12, 2010:

good point Ann the text is as it stands. I added the 'de' but didn't mean 'suivi DE' (to imply 'and then' as per you & Aude). I still think it means the 'brief et suivi' OF' this stage in the creation of the brand

ormiston (asker) Feb 12, 2010:

good point Ann the text is as it stands. I added the 'de' but didn't mean 'suivi DE' (to imply 'and then' as per you & Aude). I still think it means the 'brief et suivi' OF' this stage in the creation of the brand

Travelin Ann Feb 12, 2010:

@Ormiston Could you clarify the source text? In your title, you have "suivi d'identité" but in the body you have "suivi identité."
Merci.

Aude Sylvain Feb 12, 2010:

pourrait-il s'agir de 'development' (création, puis développement pour/déclinaison sur l'ensemble des versions, supports, emballages etc.) ?

Travelin Ann Feb 12, 2010:

I wonder if it isn't something along the lines of
Step 1 create the product name
step 2 product concept
step 3 followed by the V I

Martin Cassell Feb 12, 2010:

been a long time, but .... I think you would monitor it

ormiston (asker) Feb 12, 2010:

thank you Ann my focus was more on the 'suivi' bit here, i.e. what do you DO with a brand's 'visual identity'?