What are the best ways to resolve conflicts between Brand Management and Research and Development teams?

1 Align on the vision and strategy

One of the main sources of conflict between brand management and R&D teams is the lack of a clear and shared vision and strategy for the product or service. Without a common understanding of the purpose, value proposition, target market, and success criteria, both teams can have conflicting expectations and priorities. To avoid this, you should involve both teams in the early stages of the product development process and align them on the vision and strategy. You can use tools such as vision statements, roadmaps, and customer personas to communicate and align on the goals, scope, and direction of the product or service.

4 Manage trade-offs and compromises

A fourth way to resolve conflict between brand management and R&D teams is to manage trade-offs and compromises effectively. When both teams have different opinions, preferences, or requirements for the product or service, they may have to make trade-offs and compromises to balance the needs and expectations of both parties. This can be challenging and frustrating, especially when both teams have strong convictions or attachments to their ideas or solutions. To handle trade-offs and compromises smoothly, you should establish clear and objective criteria for decision making, such as customer feedback, data analysis, or market research. You should also acknowledge and appreciate the efforts and contributions of both teams and explain the rationale and benefits of the trade-offs and compromises.

5 Seek external support and mediation

A final way to resolve conflict between brand management and R&D teams is to seek external support and mediation when necessary. Sometimes, despite your best efforts, the conflict between both teams can be too complex, intense, or persistent to be resolved internally. In such cases, you may need to seek the help of a third party, such as a senior manager, a consultant, or a mediator, who can provide an impartial and professional perspective and guidance. They can help you identify and address the root causes of the conflict, facilitate constructive communication and negotiation, and propose and implement solutions and actions.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?