Conventional Brand or Identity Guidelines are over-sold by some agencies as a must-have deliverable that will save your brand from the perils of inconsistency. However, if you’re commercialising a new product or service are they ultimately a useless document that will end up in your bottom drawer?

Markets move very quickly and customers’ needs can also change rapidly.

Promotional opportunities and marketing platforms are constantly evolving. We argue that there’s a more effective approach to managing and building your brand.

Want us to cover a topic? Do you have a question? Please email our Off To Market™ Listener Liaison Officer, Hamish: [email protected]

P.S. we changed the intro music again... #podcastlyfe