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Building the Bridge to Brand Value  The Brief The creative team enters a room filled with the account team and agency leaders—sometimes even the client—to hear all about the upcoming campaign. The account team fills the sky with grand opportunities, objectives, possible approaches, channels, venues, et al. But perhaps not the critical context—the Client’s Brand Positioning and Identity Strategies. Now …

Getting Beyond “Great” – Introduction to the Methodology How do you ensure your brand can shoot the rapids of your competitors’ promotions? Seize and hold share? Exceed demanded multiples? Is there a better way than hurling a flash of expensive promotion out there and hoping something catches your targets’ imaginations: And hoping they buy in…and stay? What is the best …