The Objective of Objectivity
When we first start working with a business we observe the brand from a neutral focal point and are free to respond both analytically and ituitively.
In the beginning, things that are absent in the business seem blatantly obvious, ideas sprout and our desire to create growth and freshness is infectious to those around us, especially employees who have been with the brand for a while. Over time, objectivity gradually erodes and we become so engrossed by task-centric work that we find if difficult to accuratly assess the life and evolution of the brand we are representing.
Whether you work in wine production or the commerical side of things, its easy to become so up close and personal with what you're doing that you lose the macro perspective essential for brand awareness. What's more, you become so distracted by your own work-world that you neglect to check what your competitors are doing.
It is much like that favourite candle that you bought because you loved the fragrance. Over time you no longer notice it in the room. Its steady presence melds into the background and it is only when a friend notices its distinct smell that you are reminded of it even being there.
I can be that friend :) I offer the unique benefit of being involved with a range of different businesses and being exposed to their strateggies on how to stay relevant and successful. Added to this are carefully curated powers of observation and the ability to align best business practices according to individual brand priorities.