***LONG READ***
ARE YOU GETTING THE REAL STORY BEHIND YOUR BRANDâS PERFORMANCE?

A STORY UNTARNISHED BY TEAMS CLAMBERING TO MEET KPIS AND BUDGETS, BY AGENCIES ALLERGIC TO SELF-FLAGELLATION AND RETICENT TO BITE THE HAND THAT FEEDS THEM, OR BY CREATIVES HUNGRY FOR SOME DESPERATE GLORY?
ITâS NOT ALWAYS EASY TO PUSH BACK ON YOUR AGENCY OR YOUR TEAMS, TO ASK TOUGH QUESTIONS AND DEMAND HONEST ANSWERS. ITâS ALL TOO EASY TO SLIP INTO THE SEE-WHAT-YOU-BELIEVE, DONâT-ROCK-THE-BOAT, SAY-A-PRAYER-AND-HOPE-FOR-THE BEST SCENARIO. THATâS BECAUSE YOUâRE HUMAN, AND BEING HUMAN AFTER ALL, IS A GOOD THING.
WHATâS NOT SUCH A GOOD THING IS THE LONG-TERM RESULT OF SHORT-TERM, CAMPAIGN-BASED THINKING, BURYING OF HEADS IN SAND, AND OVERWHELMING HESITANCE TO MAKE PEOPLE TAKE RESPONSIBILITY.
ITâS NOT ALWAYS EASY TO CHALLENGE THE DATA & MEASUREMENTS/ INSIGHTS THAT LAND ON YOUR DESK (OR ARE PAINFULLY DELIVERED DURING A GODAWFUL POWERPOINT/EXCEL PRESENTATION) â ESPECIALLY WHEN THOSE DELIVERING MAY HAVE AN ALTERNATIVE MOTIVE.
THATâS NOT TO SAY THEY ARE DOING IT ON PURPOSE â JUST THAT THEY HAVE THEIR OWN CROSS TO BEAR, THEIR OWN GOALS TO MEET â AND THAT MEANS SOMETIMES YOU DONâT GET GIVEN THE BIG PICTURE.
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THE RESULT? MEDIOCRITY AT BEST.
AT WORST: SLOW, PAINFUL BRAND IMPLOSION.

A GOOD BRAND REVIEW LETS YOU STEP BACK AND REVIEW YOUR BRANDâS PERFORMANCE AND POSITIONING SO THAT YOU CAN DEVELOP A STRONGER BRAND PLATFORM AND AN EFFECTIVE BRAND STRATEGY.
EASY, RIGHT? NOT REALLY. IT TAKES A LOT MORE THAN ENGAGEMENT RATES, A CUSTOMER SURVEY AND YOUR SALES CONVERSION FIGURES TO REALLY GET AN OVERVIEW OF YOUR BRAND. IT TAKES A SYSTEMATIC, STRATEGIC APPROACH THAT TAKES INTO ACCOUNT:
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HUMAN BEHAVIOUR
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VISION, MISSION, VALUES
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MESSAGING
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CULTURE
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OFFERING (IN RELATION TO MARKET NEEDS/TRENDS)
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PERFORMANCE
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AUDIENCE PROFILING
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BRAND PERSONA
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CONTENT
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VISUAL IDENTITY
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WHAT TO DO? WHAT TO DO?
GET AN INDEPENDENT, BEHAVIOUR-BASED BRAND REVIEW THAT GIVES YOU REAL INSIGHTS INTO HOW YOUR BRAND IS PERFORMING, HOW YOUR MESSAGING IS BEING INTERPRETED, AND WHAT EXISTING AND POTENTIAL AUDIENCES THINK OF YOUR COMPANY AND YOUR INDUSTRY?
INDEPENDENT IN THE SENSE THAT IT IS CARRIED OUT BY SOMEONE WHO DOESNâT ALREADY WORK FOR YOU, ISNâT TRYING TO SELL YOU SOMETHING ELSE, AND HAS NOTHING TO HIDE. INDEPENDENT IN THE SENSE THAT THEY TRULY DARE TO GIVE IT TO YOU STRAIGHT.
KNOWING THE RIGHT STUFF MEANS BEING ABLE TO MAKE BETTER DECISIONS. IT HELPS YOU SAY YES WHEN YOU SHOULD SAY YES, AND HAVE AN ARGUMENT BEYOND BUDGET WHEN YOU NEED TO SAY NO TO THAT âAMAZINGâ CAMPAIGN IDEA, THAT DESPERATELY-NEEDED NEW SOCIAL CHANNEL, THAT WONDERFUL PODCASTâŠ
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GET IN TOUCH IF YOU WANT TO HEAR THE REST OF OUR RANT â WEâRE HAPPY TO STAY ON OUR HIGH HORSE.
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WEâRE ALSO HAPPY TO PLAY BAD COP SO YOU CAN FOCUS ON MAKING THINGS HAPPEN.
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