KICK-OFF WORKSHOP (CROISSANTS INCL.)£4,800
Everyone agrees the brand should be
distinctive, relevant and successful.
ARCHETYPE CARD-SORTING RITUAL£5,200
After a vigorous debate, the brand is declared both Explorer and Caregiver.
With a touch of Maverick.
VALUES AWAY-DAY, SURREY HOTEL£6,100
The group selects Honest, Human and Collaborative.
Nobody is allowed to select Profitable.
TERRITORY EXPLORATION, ROUNDS 1–9£5,400
Three routes are presented: BOLD. BOLDER. BOLD, BUT WARMER.
STAKEHOLDER ALIGNMENT ×14£4,700
Fourteen people want something disruptive, provided nothing is disturbed.
ACCOUNT TEAM BRIEFS STRATEGY TEAM. STRATEGY TEAM BRIEFS CREATIVE TEAM.
CREATIVE TEAM ASKS WHAT THE PRODUCT DOES.£3,900
A follow-up meeting is booked.
PILLAR VALIDATION FOCUS GROUPS£4,900
Participants describe the brand as “fine,” “quite trustworthy” and “the one with the blue logo.”
EXECUTIVE CREATIVE DIRECTOR RE-ENTRY FEE£5,000
Has not seen the work.
Would like it to feel braver.