Many of our clients come to us when they feel they are not engaging effectively with internal or external audiences. This may be due to a brand gap, or in other words, a disconnect between what the brand stands for and what it does. It may also be that the brand has grown tired over time and there is no longer any clarity around it. Changes in market boundaries or audiences may also close down or open up opportunities for the brand. In all instances, the brand may respond reactively rather than proactively, defending its territory with short-term tactical responses that only serve to weaken and dilute the brand over time. By rediscovering the truth behind what the brand is and what it does, we can develop new strategies and activities for extending out of market categories, inspiring new product innovation and re-engaging with audiences – all of which help our clients realise the potential of their brand.