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Thought Leadership

The Brand Value Spectrum: (Re)Invent the Brand

November 9, 2022

Create relevance. Generate value. Experience differentiation.

Though the language and look we’re using to describe our approach and capabilities are new, our way of working certainly isn’t. It’s how we’ve always collaborated with clients, addressing their needs Now with one eye on what’s Next. But we’ve spent some time over the last year crystallizing the process and tools we use along the way. The Brand Value Spectrum is one such tool. It helps assess where your brand has the greatest need or opportunity, and where we should concentrate our efforts to create meaningful impact and value lift. In this blog series, we’ll dive deeper into each area of The Brand Value Spectrum—starting with (Re)Invent the Brand.

Clients might find themselves here if you’re experiencing one of two main challenges:

Your existing brand is dealing with disruption

Perhaps a start-up is nipping at your heels or a new technology is threatening your dominance. Your brand identity may be in flux, requiring a visual and verbal evolution—or a complete rebuild from the ground up. Some brands struggle with new communications channels and need to reinvent themselves to be better suited for the digital world.

You’re creating a brand from scratch.

In this case, invention—as opposed to reinvention—is the goal. How do you develop something that gives investors and prospective customers confidence in and an understanding of what your brand has to offer and how it fits into the world? You’ve only got one chance to be new. Don’t screw it up.

No matter what is causing you to (Re)Invent the Brand, there’s likely an urgency to this moment in time. You need to get out of your Now, like, Now because what’s Next needs a more solid foundation to take hold. It’s also likely you don’t have the luxury of a months-long, deep-dive discovery process. Paralysis by analysis has never been our thing, which is why our strategic approach applies the perfect blend of thinking and doing to instigate action and forward movement. Through the collaboration of strategy, creative, tech, account management and you, we get moving and most importantly, get it right.

See our ability to (Re)Invent the Brand in action through our work with Cox Automotive, Atlantic Station and Georgia Pacific. Curious to learn where your brand might fall within The Brand Value Spectrum? Let’s talk.

WE’RE READY TO RESOLVE YOUR PAIN POINTS WITHIN THE BRAND VALUE SPECTRUM.

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