Know-How Exchange : Branding

Have you read the background document detailing their strategic change? Start with understanding their research and thinking process. You might learn some things in the process, and appreciate the thinking that went into the approach. If you can't live with yourself to do the assigned word, quit. But you doing something that you personally don't like but professionally can understand will likely build your talents. Remember, this rebranding is for their clients, and you don't have to like it. The clients do.

Similar to what Jay says - whether to stay or leave depends on how you feel. If you really disagree and can't find a way to work with this band or this Marketing Director, then you should leave, as you likely won't be successful in the job. But if you can be able to work toward promoting the company even with a brand you disagree with (and using the brand), then you need to look at the career benefits of staying there versus finding a new position early.

You have the option of using your marketing skills (1) to persuade management to reconsider the new branding strategy, (2) to test your ability to implement a strategy with which you disagree, or (3) to quit before you get anything from this experience.

You can also do all three of these in sequential order.

Been there, done that.

Should you leave?

No.

Should you care about doing the best possible job while you're in this role?

Yes.

Should you take on the responsibility of trying to bring partners and colleagues into your world view of the brand?

No.

Not if they don't want to go in that direction.

Your goal of wanting to help these people become thought leaders is admirable, but if these folks don't want to go there, or if they don't get why its important, you're wasting your time and effort.

Do the best you can while you're there to help them look great according to their rules, and start looking for something else that fulfills you more than your current role, but do NOT leave until you've found something else.

My first question would be, how is the compensation?

If the compensation plan is generous, I would encourage you to learn all you can on the job, but also to network in the industry, to research, to learn, to build your skills, to prepare yourself for a better future.

Personally, on a number of occasions, I tried to advance my career by jumping to another position which I felt was more appropriate for my level of expertise and skill. Looking back, I wish I'd stayed in those positions, and learned to do a better job on my current assignment.

If it were me, personally, from what I understand of your situation, nobody is out there networking and building relationships and being a thought leader and all that good stuff. And this creates an opportunity. If it were me, I would try to be that person. I would not try to change the minds of the partners, but rather, I would tell them the good news that they don't need to worry about all this newfangled stuff because I've got it under control.

Over the next 2 to 5 years (maybe more, maybe less) I would build up my Rolodex of contacts in the local legal field, become skilled at relationship marketing, learn specific technical things which would differentiate me from other marketing people, and have a blast. And, if and when the time comes to make a move, you have the skills and the contacts and the perspectives to make a right move.

Are you following Ann Handley on twitter? I suggest you do, and that is how she has positioned herself between an organization (marketingprofs) and the world at large.

Good luck, and take care.