The Overshare 03
Are you asking the right questions?
When organisations approach me, they usually want me to look at a particular thing – but as we interrogate it together, light bulbs come on that generally result in a totally different scope of work than originally imagined. Often, it’s far less costly – and more disruptive - than they’d originally envisaged. Exhibits 1, 2 and 3 from my current project list:
A museum looking for brand strategy that has morphed into foundational commercial strategy;
A bathroom manufacturer who thought they needed a name change but actually needed a commercial market strategy;
An educational body who thought they needed a new narrative – but were truthfully being held back by internal culture and strategic pillars that no longer fitted their ambitions.
Mostly, people think they need a new brand – or visual identity. It’s seldom the case. If you have been trapped in a cycle of failed tactical fixes - which could include shifts in commercial direction, switches in audience, changes in product, amongst others - that haven’t worked, it’s often because you haven’t invested in the necessary strategic thinking to underpin your direction of travel.
Because of this, I offer a complimentary kick-off meeting so we can mull over your challenges. It’s invaluable, time after time. More often than not, it’s not a new brand you need at all – it’s a new strategy, that will shift you in ways you hadn’t yet crystallised.
Fancy a complimentary one-hour review of where you are? Drop me a line.