No branding b******t. If we had a working maxim, that would be it. While we acknowledge the importance of brand, particularly in consumer industries, in professional or financial services, where the buying process is often complex, endless theoretical discussions about brand identity are of limited value.
While we may not ask you what kind of car best describes your business (Volvo or Ferrari?), we will devote resources to understanding the competitive differentials and context of the wider marketplace – before placing key messages about your business in the Financial Times and other influential media. Too many consultancies can do the former, but cannot deliver the latter. For us, a clever strategy is of no use unless it can be successfully executed. And tactical execution ultimately takes skill and tenacity - attributes which we value highly.