Performance POV
Should a complex project start with a diagnostic or a brief?
Start with a diagnostic when a project crosses departments, technology stacks or decision makers, and nobody holds the full picture. Start with a brief when the path is already clear.
What is brand stewardship, and how does it protect your investment?
Brand stewardship is the ongoing work of keeping a brand consistent in front of customers and behind the scenes.
What is a clarity gap, and why can’t you see it?
You may have heard—you can’t read the label from inside the jar. It’s why talking to in-house teams, brand managers, and marketing executives about the dilution of their brand’s foundational messaging is so difficult.
What is a perception gap, and why is it costing you deals you should be winning?
You’re not imagining it. There is such a thing as a perception gap. A perception gap happens when a prospect views your business and makes an instinctive call to ignore it well before experiencing your offer.
What is an operational performance gap, and how does it affect revenue?
This is not your Harvard Business School gap analysis. Let’s dive in.
A performance gap is what stands between a business and the results it should be getting.
What is a performance gap?
A performance gap is what stands between a business and the results it should be getting.
Do you need a brand strategy before you design a logo?
Yes—brand strategy comes before logo design. A logo without strategy behind it is guesswork dressed up as progress.
Capabilities Matched
Creative service businesses, PR, marketing, advertising, branding, digital, etc., are all scrambling over each other to offer, merge with, or acquire services beyond their core offering, aiming to stay viable in an ever-expanding multi-channel universe.
Unravelling the Big reveal
Share your process with your clients early and often. Show them rough sketches and dead ends. Take them along on your journey so you both know where you’re going.