We’ve identified five principles that great brands need to follow.

Businesses with a clear sense of purpose are more successful. So people need to get what you do, why you do it, what you’re like, what’s different about you – and why they should care.

Here’s how we helped Capsticks communicate their purpose.

People buy from people – and brands – they like, even B2B. And they make decisions emotionally as much as rationally. So use your brand identity to get them feeling the right thing.

Here’s how we brought Kennedys’ personality to life.

You can use brand architecture and naming to put the spotlight on your key products and services.

Here’s how we helped AMT-Sybex shape their portfolio.

Brand strategy shouldn’t just be slides in a presentation. Customers should feel it coming through in everything you do, and feel that it makes a difference to them, too.

Here’s how Max Fordham’s new brand helped drive their business.

You need to turn your customers, colleagues and stakeholders into champions.

Here’s how we helped World’s Best School Prizes create a global movement.