Following up on Chris’s stream of consciousness regarding “what a brand is” – one of the most fundamental tenants of a brand is that its platform MUST ring true. We are consistently engaged to help our clients climb out of the picture frame and take a look at what we see. One of the ways we promote this process is to conduct both internal and external interviews during our Discover Phase, the first step of our engagement with a B2B or B2C brand. We like to hear what internal constituencies have to say about our clients as well as what their clients (current and lost) have to say about who they are. Continue reading
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