Brands are not created. They are revealed.
Michaelangelo had it right. The sculpture is already in the stone—the sculptor’s job is simply to remove all the extraneous parts to reveal it. In our view, the true answers to our client’s business problems don’t come from a copywriter’s imagination, but are already all around you. We use our process, intuition and experience to release the most distilled, unique potent form of the brand that is waiting inside you.
The first target group is you.
You have an incredibly powerful communications force at your fingertips, and it costs virtually nothing to activate. It’s your own staff. Your people are expected to deliver on the promise you are making to consumers through your marketing and communications initiatives. So get your inside onside before you go outside. Create the materials, and the culture, that let everyone in your organization fully understand the vision, and their role in it.
Brand is culture.
Functionally, branding is the integrated suite of words, images, graphic standards and strategies that create your brand image. But to us, that is only the surface of what brand really is. Branding doesn’t start, or live, in the marketing department. Brand is the essence of what you are as an organization—what you believe in, your personality, your values, dreams and quirks. Brand is culture, and to be fully realized, it must start in the corner office.
Not all content is created equal.
‘Content is king’. It’s one of the mantras of the digital communications age. But to paraphrase George Orwell, ‘all content is equal, but some content is more equal than others’. Core content is what we excel at. Brand essence, look and feel, narrative, selling proposition, creative foundation—these are the elements that inform every part of your brand. We see our job as to fill your ‘creative well’ with the materials and ideas that anyone in your communications team can draw from and share with the world.