Brand development is one of the most important ways companies can set themselves apart from their competition. Our brand development program examines how your brands are perceived today and uses a proven process for evaluating the strength of your brand and its effectiveness at out-performing your competition.
The Dark Art
Traditional agency teams vary in how they approach branding. It’s sometimes offered as a mysterious art, perceived and comprehended only by the most insightful of account service and creative leads. This costs a lot. On the other end of the spectrum lies the unfortunate client whose agency sees branding merely as a style guide and warnings not to inverse the logo or make it purple. That’s inexpensive, but you get what you pay for. Both approaches can be improved through a pragmatic approach.
Building and Living the Brand
A Mont Blanc pen is widely considered to be a fine writing instrument. A $200 Mont Blanc has a refill that costs about $6 at Office Depot. You can buy the $6 refill and a $3 Pilot G3 pen, trim 1/8 inch off the Mont Blanc refill and it will fit right into the G3 shell. $200 functionality; $9 cost. The sole differences between and the Mont Blanc and the Pilot are the brand, a few dollars in manufacturing cost, events and marketing. and the price. The Mont Blanc is worth about 70 times more than the Pilot. The supreme irony? The $3 pilot feels better to write with. Branding and a few dollars worth of materials is what makes the expensive pen worth 60 times more.
We can’t promise a 60x value increase but we can improve how your brand connects with your colleagues and the marketplace.