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The Road To Eureka — A Branding Strategy That Gets You
There
Every client is unique, and each project has its own challenges,
so we invariably tailor our creative strategy to your specific
needs.
If you've got a good idea of what you want and would like us to
work freelance-style (i.e. inexpensively and fast), our process
is the picture of simplicity. You brief us, we create hundreds
of ideas, you give us your feedback, and we develop a set of recommended
alternatives.
If, on the other hand, you're embarking on a full-scale branding
initiative, we can either serve as one member of your best-of-breed
branding team, or we can put together a complete brand development
strategy for you, including, if appropriate, research, creative,
and execution.
We don't brand our methodology, because it's our creativity, insight,
service, and experience that should impress you, not what we call
our process points. When all is said and done, it's the results
that count. We do, however, have strong views on the right way
and the wrong way to do things, tempered by years of experience
working with companies and agencies of all shapes and sizes. We
usually divide our full process into three equally-important phases
— insight, imagination, and realization — each of which
may have up to four steps. We invite you to browse through a ‘typical’
project plan, but the key point is that we want everything we
do for you to have a clear purpose. That's why we like to call
branding a craft as well as an art and a science.
Insight
Our insight phase is dedicated to understanding the power of your
idea, which may include selecting the right brand-building team,
appreciating the cultural contect you're working within, understanding
exactly who your customers are, and/or charting your competitive
landscape.
Imagination
Our imagination phase is dedicated to creating a great story, which
may include defining your positioning, exploring the possibilities,
and/or developing the ideal brand name, title, tagline, copy, design,
experience, etc.
Realization
Last but not least, our realization phase is dedicated to sharing
that story, which may include clearing any legal hurdles, achieving
consensus, briefing your other creative partners, training your
staff, developing a launch straetgy, and/or fully implementing your
new brand.
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