A Good Brand is Hard to Find

Yesterday, we turned off the phones, holed up in the conference room and took apart our own brand. It was painful, clumsy work. How could that be? We do this everyday for our clients.

After two pizzas, endless cups of green tea and two flip charts–we ended the day. We made progress, but at a withering pace.

I called a colleague on my way home from our marathon session. I asked her: Why is it so difficult to see ourselves through others’ eyes? She pondered. “Because we’re nearsighted.” Logical.