Position first, budget second

Every brand project we run starts with a single question. What is the sentence only this business can say, that a competitor could not lift verbatim and use tomorrow.

If that sentence does not exist, the identity work is decoration and the media spend is rent. You will pay for attention for as long as you can afford it, and it will stop the day you stop paying.

Position first. Identity second. Media third. In that order, the same budget goes considerably further.