2. Our biggest competitor is ignorance.
8 out of 10 brand touch points are dominated by
language
Most brand owners haven’t tracked where brand
language is having an impact

3. We work with our clients to identify
where brand language creates value.
Top and bottom line
Hard values – not rearranging the
flowers on reception

4. We’re in the business of Value Creation
• With thanks to ‚Why Killer
Products Don't Sell‚
by Ian Gotts and Dominic Rowsell

5. The process for any new project
Identify Mentor Position Assessment Case Transaction

6. Identify
Someone spots
an idea that
could improve
the business

7. Mentor
A mentor is
appointed*

8. Position
The value of
the idea is
positioned to
everyone else

9. Assessment
The new
idea is
tested…hard

10. Case
A fully
quantified
business case is
made

11. Transaction
If the case is
good, then
people are
ready to buy

12. What’s different with
a verbal identity project?
We get involved much earlier,
at ‘Mentor’ stage – the case is not proven
We work with our clients to identify where
this project will add value for them

13. Be prepared…
to contribute
as much to the
‚conversation of possibilities‛
as we do.

14. Mentor
A mentor is
appointed*

15. A Mentor cannot be
the project Sponsor
The case is not proven…this will take time
Mentors have time, Sponsors have budget
(but no time)

16. Be prepared…
Don’t expect case studies of how other people did
it…not many people have done this.
To out-perform your competitors, you’ll need to out-
think them. Go against accepted wisdom.

17. We will be prepared…
We aim to know your market as well as you
But we can also see the opportunities in your market,
because we know what our products and services can
offer.