Keys to the Kingdom

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You know who you are. You’re a successful management-consulting firm flexing into brand consulting. You just realized a good brand is critical in building a great company and driving shareholder value, even in business-to-business.

You also realize you don’t have the right talent in-house. Quietly, you woo us from ad agencies—in particular, the top strategy-brand-planner-consumer-insight people.

Why aren’t we jumping ship?

Not enough pain. Those thankless souls—creative directors—keep us honest. A good litmus test of any effective brand strategy is whether it sends them back to their cubes or corner offices inspired, ideas coursing through their veins.





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