The Branding on Purpose Workbook
The workbook helped Donet bring to light communication problems and misunderstandings about their company. It helped discover, differentiate, and develop a brand that was authentically them.
Successful brands are built on a single word that immediately communicates a benefit to the end consumer. Caterpillar: ruggedness, Intel: performance, 3M: innovation.
For Donet, that one word was reliable. Once we discovered that word, we helped find and build a marketspace they could truly own.