Being curious allows us to ask some important questions, scope possibilities, respond to changing needs, search for insights and ideas that are different, relevant and powerful. At Identity Counsel, since 2002, we take ideas from concept to completion. Launching and implementing brand ideas with inventive solutions across different touch-points. We begin with making an enquiry into the knowns and unknowns with the desire to create new meanings. We grow brands beyond their comfort zones and amplify their desire to connect to a broader world by paving the strategic road map that marries both business and brand directions. By building on ideas to create better ideas and knowing that there can be more than one way to solve an issue, we attempt to explore brands from every meaningful perspective. Brand Strategy This involves the development the brand position, promise, personality, values and attributes in creating a coherent long-term brand strategy that will maximize the equity in terms of consumer awareness, impact and preference. It involves an in-depth interrogative approach into the understanding the truth about the brand and delivering a core promise that the brand can live, both internally and externally. Brand Architecture We aim to define and determine the roles and strategic directions to appropriate a brand architecture that will maximize the relationship between the corporate brand and product brands and provide guidance for the development of new product brands structurally.