Let’s downshift and imagine the following: Your team and your design firm are wrapping up an evening after a full day’s work. You’ve spent the last few days together eating and drinking your way through the city, scoping out the competition and getting a feel for the local culture.
You’ve brewed beer together, put down a few too many beers together, had in-depth conversations with your distributor, and visited a handful of your key retail and on-premises accounts. The bartender at this
dive fine establishment declared last call (it’s 2am already?!?) and bleary-eyed, you’re sharing your deepest secrets with each other (statutes of limitation be damned). Everything you now say will be used (and only used) to develop your brand strategy. Nothing confessed at this horrendously late hour will ever be shared outside of this project. You take a deep breath and answer the following questions: