We encounter a lot of brands that are in the early days of turning a Brand Purpose or Vision into the real filter through which they make strategic decisions. The Sound often steps in to guide teams through a series of brand building exercises… taking the time to rigorously decide on things like voice, tone, archetype, positioning, guardrails and any other equity building elements you might need to inspire teams working on an icon or help focus teams building a new brand.
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”