The days of advertising led brands are dead. A shift from monologue to dialogue has occurred. No longer can a company say one thing and do another. People want brands they can trust.
Many companies fail to achieve their branding goals because they mistake their brand for their product, service or technology. Simply put, a brand is none of these!
Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation.
The gap between strategy and identity is the central challenge most organizations face when defining and articulating the complexity of their brand with simplicity.