Published on November 13, 2008
7 ideas that shape our practice
Culture = brand = image We believe that there is only one brand, that this brand is a reflection of the ideal culture we want, and that the image of the company should provide a window into the culture. When this trinity works, the result is a compelling and authentic brand.
Tell me a story We believe people’s ideas and values are shaped by compelling narratives. Some are visionary and some are common-sense. A great story has the power to reframe the way a customer thinks about a brand and the way employees think about their company. We surface the right stories and communicate them in the right way, at the right time to the right people.
Inside-out We believe brands originate from the unique culture of the company, not from external market research. Our practice is rooted in communicating the delightful parts of your culture to the world at large.
Patterns v plans Even the best plan will become stuck if patterns of behaviour in the culture prevent a new direction from being taken. Our practice surfaces behaviours that prevent change with the right audiences in a safe and productive way.
It’s the meaning stupid We believe defining a set of guiding values or principles is only the first step to change. Our practice encourages people to adopt their own meaning to these guiding principles and helps them shape the actions that they eventually will be responsible for carrying out.
Big bang v sustainability We believe that extravagant events – be they ad campaigns or internal road-shows can do more harm than good if they are not supported by an authentic drive to achieve a vision across all functions and touchpoints.
Strength to strength We believe the way to implement a new direction is to use what is working already as a foundation to build from. By appreciating the detail of current practice, we are able to encourage more successful habits that are in-line with the culture - not counter to it.
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