David A. Gravelle
If you have done as many branding projects as I have in so many different situations, you get what my Granddad used to say, “sounds like wisdom, but feels like battle scars.” What makes many of these seemingly disparate projects comparable is that the branding system was constant. The results were, of course, very different.
I once had the CEO of one of the largest telecommunications companies in America tell me at the conclusion of a workshop, “You have no idea what you just did. Our senior team hasn’t agreed on one single thing since the cell phone weighed 4 pounds. Now I feel like we have a way of making rational decisions about stuff where we have just been really guessing.”
Here are a few simple ideas on how branding can shine a light on a dark road.