I hear this phrase a lot from creative people: “I have one ‘crazy’ direction. They [the client] probably won’t pick it.” I sometimes wonder what would happen if the client did pick it. Shouldn’t all directions you present be suitable for the client in one way or another? Of course, one direction can involve more […]
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).