Yes, we sometimes use metaphors to explain concepts. Defining a brand strategy is like picking a type of hat. What is it for? Who will wear it?
First, we understand the objectives at hand and the vision behind them. Then we figure out the most efficient ways to achieve the objectives. We aim to recommend a strategy that is as simple as possible but no simpler. Who is our target? What will they respond to? What are the strengths of our client and how can they be harnessed?
We believe in thinking clearly and avoiding marketing jargon. Whether the task is business-to-business or business-to-consumer, traditional media or social media, we have to take into account people’s situation, their motivations and emotions. Our challenge is to figure out how to generate passion and make people care, in order to build brand value.
