A brand can't deliver everything to everybody, because that means delivering nothing to nobody.
Therefore a brand must focus by making sharp choices. Choices made on well founded arguements.
Our job is to dig into the transactional motivations of the stakeholders and distil those
frictions that put noise on the business model of the brand.
We don't make the choices, you do. We denote and read them so you know exactly what the consequences of your choice are.
Brand Choice is about confronting contraproductive contradictions to filter out the noise on your business.
Afterwards your business as well as your business model will more focussed and sharper; your brand will be a piority list
defining what is core -essential- and what isn't -optional-.
