We are internal screaming never satisfied schizophrenic client. Branding a branding agency.

Rebranding a company

Clarice Starling:
Rebranding a company. You see a lot, Doctor. But can you point that high-powered perception at yourself? What about it? Why don’t you – why don’t you look at yourself and write down what you see? Or maybe you’re afraid to . . .

Hannibal Lecter:
A census taker once tried to test me. I ate his liver with some fava beans and a nice Chi-an-ti. [He approaches the glass and lets go with a slurping sound.] You fly back to school now, little Starling. [He turns his back on her and speaks in a whisper] Fly, fly, fly. Fly, fly, fly.

Pretty much the deal.

We try and do our own stuff, oh how we try. Our website and business collateral is woefully inconsistent and out of date; practice what we preach echo’s right through and makes us cringe, but we always find a reason for an avoidant procrastination. Flee, fly and run away. It’s dog-shit awful, shockingly everything that we recommend clients not to do.

Rebranding a company. Unsurprisingly it is a common problem for agencies and it’s the hardest project you will ever do often passed around like a hot potato or avoided like some nasty itchy disease. We have defined what our purpose is; we are clear about what we do, so that is clear. So, why can’t we just relax, breath step away from the emotional? Something totally ‘fit for purpose’; following our own the proven process like we do for our clients successfully over and over again?

Could it be the constant trend and the fear of being out of date or missing a new agency trend or business opportunity that distracts the creative team? It’s got to be award winning, a masterpiece, perfect. Are we simply exposed to too much research and the hip influence, is this creating total ambiguity and indecision in the direction? Could it be way too many ideas and direction on the table from a room full of highly talented creative thinkers? Perhaps it’s because we try and cram this project in around client work? Short shifting and not spending the time it deserves; always bumping the project for higher priority work, picking it up and plonking it down again.

I think it’s all of these things.

Rebranding a company. It does give us an entirely new appreciation of what our clients go through when we analyse their purpose and core business after they have diversified into ‘off brand’ endeavours.

So, here we go. Fly fly fly.


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