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Brand Velocity Links Corporate Brands to Accelerated Enterprise Projects

Brand Velocity, Inc., a consulting firm specializing in large accelerated enterprise projects, has linked corporate brand identity to enterprise capabilities. This therefore requires that executives be able to run their existing business well while constructing a different company for a different future.

“Building a stronger enterprise in a rapidly changing marketplace requires the ability to successfully implement accelerated enterprise projects,” says Jack Bergstrand, CEO of Brand Velocity, Inc. “Unfortunately, enterprise projects commonly fail to meet their initial objectives, let alone achieve them in an accelerated way.” In practice, running the business and changing the business at the same time using the traditional approach has proven to fail.

Large technology projects are the most difficult. On average, according to the Standish Group, 70 percent of large enterprise technology projects fail to achieve their initial goals. Other independent research has shown that the average cost overrun is 80 percent. Non-technical enterprise projects are also difficult because internal project directors consistently run into difficulties managing enterprise projects and their personal careers at the same time. This dilemma is especially severe when dealing with difficult cross-functional tradeoffs and when accelerated project management skills are missing.

To sustainably improve corporate brands, Brand Velocity has consistently found that companies must design, build, and activate their enterprises more rapidly and that accelerated enterprise projects are the best mechanism to do this.