A number of principles underpin how we approach brand and communication challenges.
You can’t define a brand strategy if you don’t forensically dissect the business problem first.
Mine for the truth but don’t stop there. Interrogate it to find the tension inside.
A brand positioning is static. A brand purpose is mobilizing.
A brand needs a compelling story, not just a strategy.
It’s no longer enough to think in terms of communication strategy. We need to think in terms of a brand’s behaviour strategy.