You're so much more than your brand key [thought 4]


Brand keys, organisational onions, triangles and pyramids are part of our everyday life.

Sure they’re an easy target for criticism. But the truth is, they do a job. It’s just that they’re often asked to do a job beyond their intention.

Ask yourself: ‘How can I show the real story – the amazing, the spell binding, and the inspiring?’ That’s where the magic behind your brand lies.

What’s the visual version, what’s the animation, what’s the story on the street? What are people saying about you online?

Think of the difference between a list and a story. One can give you the headlines, but it can’t give you the depth and nuance that interesting brands really need.

Sure, a great brand, insight or organisational story can’t be as long as Moby Dick, but you do need to go beyond the headline and tell the deeper story. The deeper elements of the story make you and your brand connect with your audience.

We created [NOFILTER] to help brands show their true character in this fantastic new digital world. And we created a book with our point of view in 19 thoughts on how to do just that. This is the fourth one. In the oncoming months we will publish the others one by one.

Please reach out here to ask questions, comment or give us your ideas.

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