Defining what a brand stands for
Before you commit to a name, message or identity, you need a shared view of what your brand stands for and why your audiences should care.
Read moreChoosing your brand’s direction
Your brand needs a clear direction, but deciding what to build on and what to change is not straightforward. You need a shared basis for judging ideas, grounded in what your business can offer and what people value. The challenge is to leave room for new thinking while making choices you can explain, test and put into practice.
Launching a new brand
Launching a new brand means giving buyers a clear reason to consider something unfamiliar.
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Making room for creative thinking at work
You need fresh ideas for your business, but your people already have work to deliver.
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Choosing a new direction for a business
You need to decide where your business should go, but a clear picture of today does not always reveal a promising future.
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