brand booKS THAT BUILD BRANDS
The problem with most brand books is that they don't tell a story.
'A book without a story'? We all know what happens to those.
So instead of our brand books being left in a bottom drawer, we make sure that every brand book we've created has done more than just lay out the rules or say how the brand started.
It takes the reader on a real story, making them believe in the challenges and how the brand is equipped to overcome them. It becomes a regularly-used reference point, internally and with external partners.
Our brand book for Fred Perry became self-financing: so many distributors and local cultural hotspots wanted a copy that the investment in the creation was paid back over multiple print runs.
mulberry brand book for international expansion
When the CMO and Board at Mulberry wanted to expand into Asia, they took a look at the brand equity and realised its British heritage was fussy.
Was the 'Britishness' about being old and reliable?
Culturally alive?
Or something else?
In this brand positioning-into-brand-execution work, we helped the CMO identify that the brand's Britishness was about being progressive culturally, but reliable in its craft.
When I came to write and create the brand book, we took as much time over the craft of copy as Mulberry do over the craft of their products.
discovery channels brand book for internal alignment
The CMO of Discovery Channels wanted to make sure the brand meant something more than 'Shark Week'. We were asked to bring the brand values to life.
This brand book used a tone of voice that was 'interested x informed'. We are delighted to say that you don't think of just 'Shark Week' now when you think of Discovery Channel.
