Programs
Branding programs help define the engagement goal and may include exploration in one or more of the established areas:
Development — Formulation of the essential framework of the brand ethos
Revitalization — Refurbishing and enlivening a tired or unattractive brand
Consolidation — Unifying and building cohesion between many fragmented sub-brands
Extension — Leveraging an established brand to create a new brand
Clarification — Simplification and refinement of a complex or convoluted brand
Adoption — Training brand ambassadors to understand and promote a brand