Brand Crystallization

My clients over the years have expressed their delight in knowing they found “the one”… a unique, relevant, and compelling positioning platform that became the inspiration and filter for all of their communications and delivery of the brand experience.


That feeling reminds me of when you are in snowstorm and amidst all of the falling snowflakes you suddenly decide that there is only snowflake…only one that will bring you great happiness when it melts in your mouth.


Snowflake formation is a dynamic process.  While all snowflakes tend to have six sides, there are no two alike.  If we look close enough, there is a unique form for each crystal: partly due to chemistry and partly to the ever-changing environment.


Similarly, during our brand crystallization process, we collect and synthesize data from both internal and external sources.  This typically includes management interviews, an employee survey, customer research, communications & touch point audits, and a competitive assessment.


Through a series of highly interactive work sessions, we will create a unique BRAND that clarifies what your brand stands for today and what it aspires to be in the future.  Especially in today’s challenging economy, don’t hesitate any longer.  As Jack Trout said, “Differentiate or die”.


by Allan DeYoung