u003cspan data-teams=u0022trueu0022u003eGreat ideas are agnostic. They’re not the exclusive purview of campaigns, business plans or packaging. They’re all of them, and more. Ideas are simply a way of making something better. But before you can make something better, you need to really understand where it’s failing.rnrnWhen we’re approached by clients, it’s often because they have a sense that something is wrong with their brand. But it’s not always clear what the issue is. They know that the brand simply isn’t resonating and connecting with its audiences in the way they’d like it to. At worst, the brand is hovering just above the death zone of consumer indifference.rnrnThat’s the point we roll up our sleeves, tuck a pencil behind our ear, and suck our teeth in dismay. And then we get to work fixing it. Sometimes the solution can be found in one of the classical marketing ‘P’s – your Price, Place, Promotion matrix. Or maybe there’s been some competitive activity, with rivals offering a shiny new widget that’s taken everyone’s eye.rnrnBut we find the most common explanation for brand malaise is a gradual sinking into meaninglessness. Brands are more than a product in a pretty bow, they’re ideas. And without a clear idea powering them, brands have a tendency to drift. They stop connecting with their audiences, and become interchangeable commodities. The solution – putting an idea back at the heart of the brand that can power everything it does. Find your idea, or find yourself in the discount aisle. u003c/spanu003e
