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BRAND DEVELOPMENT

A brand is the virtual point at which creativity, identity, aspiration, commerce and product meet.

We have been invited to work on many valuable brands over the years because brand guardians know that as well as understanding branding, we are acutely sensitive to the human dynamics that are involved in sucessful brand stewardship.

Our brand includes Qualitative Usage and Attitude Studies, Re-positioning, Brand Essence Studies, Brainstorming, Breakthrough and Brand Review Processes.

As with all our work, the brand we care about is yours not our own. We don't have a single approach created once and sold repeatedly. When you engage Corr Willbourn we engage all our thinking skills and all our experience. With our clients we co-design what is needed at any one time.

For example, on one project we utilised improvisational actors to play out scenarios. Respondents then 'directed' the actors to adjust their delivery until they 'got it right'. This allowed our respondents, and the client team, to see, hear and experience the rich emotional textures which lie beneath simple verbal descriptions of the brand.

On another project, we employed an ethnographic approach. On another we created an installation and interviewed members of the public as they interacted with it. Each project is tackled afresh and appropriate techniques offered or designed as necessary.