The Logic System
Before we decide what a brand needs, we want to know what’s already there. What’s working? What’s changed? What are you trying to do that the brand may not be ready for yet? That’s where The Logic System comes in.
It’s not a formula, and we’re not taking every brand through the same four steps just because that’s our process. It’s more about how we approach the work. We pay attention to what’s happening, decide what’s actually worth doing something about and develop from there. And when we’re managing the brand, we keep doing that as new ideas and opportunities come up.
SEE | DECIDE | DEVELOP | MANAGE
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You’ve been inside your brand much longer than we have, so we want to hear how you see it before we start forming our own opinions. Then we take a look for ourselves. There may be things you’ve gotten used to that stand out to us right away, or something we notice that leads to an entirely different conversation. We want to get familiar with what’s actually there before deciding it needs to change.
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There will probably be plenty of things we could do with your brand, but doing everything isn’t the goal. We want to figure out what makes sense right now and what can wait.
Sometimes that means moving forward with an idea you already had. Other times, we may tell you something isn’t worth your time or that there’s something else we should be paying attention to first. We’re not here to keep adding things to your plate just because we can.
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Once we know what we’re moving forward with, we get to work on what it can become. That could be a campaign, a new offer, a partnership or an experience. We could also be working on something no one outside of the business will ever see, but that the brand needs in order to work better.
What we develop is going to look different from client to client because it should come from the brand in front of us, not a checklist we use for everybody.
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For the clients we work with on an ongoing basis, we’re still there after something launches or a project wraps up. We’re paying attention to what happens next because that’s usually when something else starts to take shape.
Maybe a new opportunity comes in and you want to know what we think. Something we worked on could be doing really well and there’s more we can do with it. Or six months from now, we may look at something we originally loved and realize it doesn’t fit anymore.
We don’t need to constantly change the brand to prove we’re doing our job. Sometimes managing it means knowing when to leave something alone.