OFFBRAND breaks down into three parts: Re-Do, Creative Organisations and Brand Crap.

These are component parts of a new approach to thinking about brand in relation to Business Strategy, The Workforce and Communication.

1. Re-Do: The Strategy stuff: We estimate that 90% of organisations engaged in a re-brand, actually need a re-do. A few smart companies are using design skills much higher up the food chain to re-design what they are doing and how they are doing it. This leaves the other organisations, for whom a re-brand basically means re-thinking their marketing, somewhat adrift. Re-Do looks at designing actions before image, and uses some OFFBRAND thinking to break the cycle of category convention and multiple generic products and services.

2. Creative Organisations: The People stuff: We are told that the creative organisation is the organisation of the future. But how can an organisation be creative if its people are not creative? And how can its people be creative if they work in an ONBRAND culture where a company does or doesn't do certain things, and certain things are or aren't permissable within the particular values of that 'brand'. Creative Organisations looks at how companies can develop creative environments in the post-brand world, in order to satisfy the organisation's need for direction and realise the benefits of individual's exercising creative control over their role.

3. Brand Crap: The Communication stuff: There's so much rubbish talked about branding. Quite often when you get heavy 'brand' you find you're light on good design. Brand manuals are not a replacement for good ideas and the weight of requirements on a brand often displace anything that approaches interesting or engaging communication. 'Brand Crap' is a spring clean for your brand - it sorts out the useful stuff from the stuff that just stifles good communication - and provides you with a much more flexible way of handling brand - a 'loose' brand - much better suited to creating human and engaging connections and communication.

Please contact us to find out more about this exciting project and what OFFBRAND could mean for you.

You can read our writings on this subject at the OFFBRAND blog.