THE CRYDER MAKES BRAND SPRINT METHODOLOGY:

STRATEGIC PREMISE: Consumer preferences, tastes and cultural impulses are changing faster than ever. Modern business leaders need a brand building methodology that doesn’t just keep pace with modern culture, but can credibly inspire the customer.

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 strong foundation for the creation of a compelling brand identity.

The process leverages speed in order to create strategic clarity and culminates in the creation of a cohesive brand identity that is both highly differentiated and in close alignment with customer perceptions of product value and personal values.

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 the 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.

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 no longer exits.

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.

Cryder Makes Brand Sprint Methodology treats creative exploration as a mission critical component of the strategic process by rapidly 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.

The 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 a Christmas Party. Worst of all, that’s usually the exact moment the fiscal reality cops arrive.