One of my favorite roles as project manager is being the communication conduit between strategic, creative and technology team members, helping to find synapses within production domains, languages, and even ways of thinking. In the trenches it is fun to huddle with the appropriate resources and figure out the best technical implementation of a new or particularly sophisticated user interaction. In brand management the role can be used to facilitate structured strategic planning that is rooted in a realistic tactical roadmap.
From a PM perspective, success in this role lies in one’s ability to understand and articulate multiple business paradigms – seeing the discussion from a (strategic / creative / technical) – centric point of view and translating dialogue between them so everyone is on the same page. From this vantage point, a PM can also be used in tight support with a BA to manage team understanding of project requirements.
This ability to see a project simultaneously as a brand position, creative campaign and technical build requires experience with each individually, and a producer’s view of the world that ties together all aspects of a program. It can be enhanced with a disassociated awareness of one’s own natural communication patterns and how they interact with the patterns of others. (check out www.actualme.com). This is not stuff you can learn in PMBOK.
RightStartPM 