Ever served on a large committee? Then you know how impossible it is to find a simple idea for a brand that everyone likes. More often than not, discussions go on and on until the strongest beat the weakest into submission, leaving the fledgling idea to fight an uphill battle against impossible odds. Result? The committee fails, good ideas are wasted, and much time has been wasted on producing complex reports that no one understands.



We are often asked to explain the process we use to find a simple brand idea. Our process is streamlined and fast. We work in a group of two; one to think, the other to evaluate. The roles often switch between us as we ponder the problem. We focus on finding the

solution and brainstorm until we find a smorgasbord of ideas which are simple and

powerful.

Working with our clients, we narrow the selection down to two or three which are then examined more closely. Based on client feedback, we decide on the best way to use the best idea. This simple and cost-effective way of working is helpful in finding new ideas which can then be tested quickly and efficiently, if the project allows.

So the next time your organisation is faced with the dreaded committee monster, resist temptation and appoint a team of your best two people instead.

You won't be disappointed.

Know when to hold ?em; know when to fold ?em

You can't make yourself or your company successful. Only your customers can do that.

It pays to keep customers on-side, as your business changes and grows. Sometimes growth is so gradual, that subtle changes in the way you do things are not noticed until business is affected. Then it's all hands to the pumps!

Even the best, most fabulous strategy doesn't last forever. Rest assured, the time will come when your business needs to refocus.

We recommend an audit every 3-5 years to make sure your business is still ahead of the pack. The audit must cover the way your business looks, the way it acts, how new and existing customers feel about your business, and staff concerns.

If you discover that your organisation is offering new generation products and services but languishing behind yesterday's ideas, then the easiest, fastest and most cost-effective way to achieve an instant face-lift that signals a new direction, is to invest in a new

corporate ?look?.

There's nothing quite like a new set of clothes to invigorate, motivate and focus. It's also a great excuse for a party which will bring you closer to staff and customers, an enjoyable side-effect that can't be underestimated.