No matter how good your communications may be, if the brand is wrongly positioned you are starting in the wrong place. Sometimes that requires a dramatic change (Reframing) or small change (Retuning).

These two tools help us get the basics right. Sometimes this means a dramatic change, like we did for King of Shaves when we reframed their female range – new name, new look, new position – moving it from functional to fun. The outcome was a dramatic sales boost in both the UK and US – demand outstripped supply!

However, artisan snack brand Mr Filbert’s called for a more nuanced approach. What they needed was to have their brand retuned, with small changes that made a big difference.