THE CRYDER MAKES BRAND SPRINT METHODOLOGY:
PREMISE: Traditional enterprise brand creation is often analogous to an architect who labors in vain to design a masterpiece in a city that has since burned down and within a social context that no longer exits.
Traditional Enterprise brand creation is a great fit for global brands.
But for everyone else? It’s slow, costly
and out of sync with cultural Rhythms.
Q: WHAT IS A “BRAND SPRINT?”
A: A Brand Sprint is a series of guided workshop-style Strategy & Creative Sessions that are specifically designed to help executive business leaders gain strategic clarity concerning their brand’s ultimate purpose as a foundation for the creation of a compelling brand identity.
Q: WHAT’S WRONG WITH TRADITIONAL ENTERPRISE BRAND CREATION PROCESS?
A: Traditional enterprise brand creation process is known for its labor and time-intensive nature to produce a high-fidelity foundation to build brand identity on.
The trade-off is that market conditions upon which the strategy were based have often shifted so dramatically that the underlying priorities and assumptions informing the approach no longer apply.
Traditional brand creation process is typically a poor fit for startups and small to medium sized business who often grapple with limited time, financial resources and very fluid business conditions.
Q: What exactly is “brand”?
A: a Malleable opinion held in the customer’s subconscious.
It’s what the first thing the customer thinks when you exit the elevator and they continue on without you.
Q: HOW IS A BRAND SPRINT ACTUALLY DIFFERENT?
A: Traditional brand development involves a meticulous data-driven approach to fact-finding in order to lay a strategic foundation that will inevitably be translated by the creative development process in purely human, anecdotal terms at a later date.
The Problem: A rigid, siloed approach that does not allow creative exploration into the strategy sandbox can create an enormous blindspot between the strategy phase and creative translation.
Brand Sprint Methodology removes the silo between strategy and creative by enabling both to opperate collaboratively and concurrently.
The core objective is finding, vetting and eliminating fruitless ideas, impulses & insights in order to focus the maximum potential resources on helping good ideas make the magic leap to become GREAT IDEAS.
A dilemma occurs when creative thinking gets invited very late to the brand creation party Only to discover the party is over, The strategy is empty-handed and the brand will be stuck wearing a Halloween Costume at the Christmas Party. Worst of all, that’s usually the exact moment the fiscal reality Police arrive.
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A: 95% of the Cryder Makes Brand Sprints are completed with a market ready Brand Identity in under 5 working days.
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A: each project scope & requirements for delivery are determined on a case by case basis.
Typical Assets include:
• Brand Asset kit
• Brand Book
• Brand Launch Website (Via Squarespace)
• Business Stationary
• Signage & Design Mockups -
A: It is possible for global enterprises to successfully execute a brand sprint, but in general the process is ideal for startups, ad agencies and small to medium sized companies that have centralized decision making authority are typically a better fit for this process because they are able to streamline decision making and require less Rounds (meetings) for approvals.
