Brand and Strategy insights
Insights on positioning, brand architecture, corporate identity and rebranding decisions.
This category brings together 7 insights in Brand and Strategy. Categories map one to one onto our five practices, so while reading a topic you also see which team works in that field and the link between content and service is never broken.
The pieces follow the same editorial structure: an opening that answers directly, four key takeaways, sections that advance through evidence, and frequently asked questions. The aim is not to transfer information but to let you turn the topic into a decision.
Brand and Strategy
What is brand strategy and what does it actually give an organisation?
Brand strategy is a decision framework, not a visual exercise. What it gives an organisation, how it is built and when it should be renewed.
Read ↗Brand and Strategy · 6 minIs it time to rebrand? Seven concrete signals for the decision
A rebrand decision should rest on measurable signals rather than a feeling that things look dated. Seven concrete indicators and the right…
Read ↗Brand and Strategy · 6 minHow to do positioning: a practical way to find your axis of difference
Positioning determines which mental space you own among competitors and what you deliberately give up. A step-by-step method for finding…
Read ↗Brand and Strategy · 6 minHow to design corporate identity: building a system, not a logo
Corporate identity is not a logo but a system binding logo, colour, typography, visual language and application rules. How to build it…
Read ↗Brand and Strategy · 7 minBrand architecture: one brand or many? A decision framework
The advantages and risks of branded house, endorsed brand and house of brands models, and the criteria for choosing the right one.
Read ↗Brand and Strategy · 6 minWhy brand advisory should be continuous rather than a one-off
A brand strategy erodes under the pressure of daily decisions once it is delivered. How continuous brand advisory is set up and what it…
Read ↗Brand and Strategy · 6 minHow to design brand training and workshops
A brand strategy stays a document until it is used. How brand workshops are designed for executive, sales, marketing and HR teams.
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