A final-year student asked me a simple question: What brand model do we use and sell?We don’t. Not in the way they meant. People don’t buy our process. They’re more interested in how we adapt to their challenge.Complexity resists templates. The more layered the company, the more it needs its own rhythm. Structure matters, but there’s rarely a unive... See more

Many hours are spent debating the following:

Positioning, Company vision, Company mission statement, Core belief, Brand truth, Brand archetype, Brand map, Brand strategy, Tone of voice, Manifesto to demonstrate the tone of voice, Brand attributes, User personas, Key insights....

Even when agreement is reached on any of the above, the problem with tr... See more