BRANDING BEGINS WITH SELF REFLECTION
What strategic role should your brand play and which partner can help realize it?
MAXIMIZE POTENTIAL
MINIMIZE RISK
ENABLE
Start with how the brand can become a key reason for customers to choose your products or services – and keep choosing them over time.
RESTRICT
Start with industry conventions and familiar arguments to play it safe within the category and drive sales.
CREATIVE STRATEGY
Create a strategy that builds both emotional and commercial value – and helps us find the right thing to do.
PRINCIPLES & MANUALS
Follow ready-made frameworks and manuals, tick the right boxes, minimize risk and avoid getting things wrong.
COMPLEX*
Solved through creativity and experimentation. The whole is more than the sum of its parts. The solution cannot be predicted in advance but emerges through exploration and interaction. It’s about possibilities, not one right answer.
Complicated**
Solved through logic, structure and precision. The parts add up to the whole. The solution can be calculated and planned. With the right expertise, there is a right answer.
A CLEAR BRAND IS A POWERFUL FORCE FOR RELEVANCE AND GROWTH
Brand building isn’t about what companies say. It’s about what people experience, feel and learn to expect. Used well, a brand can become a powerful force for growth and meaningful change.
Structure, data and models are important, but they’re not enough. When everyone follows the same frameworks and draws from the same sources, it’s no surprise that brands start to look the same.
EVERY CLIENT, CHALLENGE AND MARKET CONTEXT IS UNIQUE
There’s no formula for creative strategy. We use theories to strengthen our arguments, but no single theory holds the truth. That’s why we always start with the challenge, not the solution.
Think new
Look beyond the generic. Giving creativity more space increases the chance of finding something unique. Something that can move people, even within the most rational and complex structures.
Be critical
Today’s truth may be tomorrow’s convention. In our world, there’s rarely just one right answer. When everyone relies on the same facts and insights, it’s no wonder brands start to look the same.
Show empathy
Understand the people who will carry and develop the brand. What’s their reality? What matters to them? What holds them back and what moves them forward?
CREATIVE
Creative people need space to think freely, explore new ideas and achieve great things.
SPACES
Spaces that challenge expectations and make things more relevant and memorable. Those spaces are here.