Going to tender for creative services is a bit like walking into your local doctors clinic with a self diagnosed problem and insisting that you know the treatment required for your ‘condition’.
What is the value of brand values? Done wrong, they are nothing more than brand BS. Done right, they can be an essential plank of brand strategy, a beacon of clarity, unity and market differentiation. How do you get it right? Instead of thinking about the value, think about the cost.
For most businesses, strategies aren’t life or death situations, however there is a lot that can be learned and applied from the way that an emergency service formulates and implements strategy.