The Bottom Line
Strategic processes are too often laborious exercises in learning what you already know. So we ask the big questions, skip the jibber-jabber and identify the insights that matter. Then we bring those insights to life. Ultimately, it’s about defining your brand essence. What’s that? It’s the thing that your customer wants, that you provide, that isn’t available anywhere else. It’s also the distinctive way you relate to your customer [aka your brand personality].