We help organizations work better. It’s not often however we get the opportunity to work with a blank page. In theory, a blank page should be a wondrous thing – no intertia, no existing culture, no change, just fresh thinking, fresh design, and fresh execution. I emphasise should be, although we are intent on creating something special so we’re hardly taking it easy.
The opportunity is too fascinating (and necessary) to pass up, even if it’s not a paying gig. Let me explain.
As I wrote in Attenzi (chapter 35), branding has come a long way since it originally meant burning one’s mark onto livestock to assert ownership. It’s even moving beyond its 20th Century function of quality (re)assurance. Whereas during the best part of the 20th Century quality was a differentiator, it is now a qualifier. The discerning customer can now look beyond the immediacy of the product or service they’re consuming. They can and do ask: “Do I like this company’s attitude towards the environment / sourcing / equal opportunities / etc.?” And: “What’s their wider contribution to society?”
In other words: