Give existing strengths a confident expression
Start with qualities employees already demonstrate, then give those qualities a clear and confident expression. For Yokogawa, The Frameworks developed Precision Makers, a positioning idea that turned quiet, understated engineering excellence into a point of pride and helped shift the company culture. More than a decade later, the idea still supported Yokogawa's story, including its sustainability focus.
At Price Forbes, the challenge was to move beyond old-school insurance perceptions without diluting the pride associated with an established specialist broker. The Frameworks identified innovation and optimism among Price Forbes employees and in the way the business operated as qualities the brand needed to express more strongly.
The practical lesson is to distinguish between an outdated perception and the strengths worth preserving. A more confident brand need not reject an existing culture: it can make employees' expertise and outlook easier to recognise and articulate.
Sources: Brand design and application | The Frameworks, Price Forbes: A bold brand for a new era of insurance