We started to float the idea of Brandthinktank in 2005 and then launched our Paris/London-based firm in 2007. For us, strategic intelligence is the critical mind, including self-criticism, the spirit of analysis and synthesis, and the hypothetical mind, i.e. the work of options, plus the creative spirit (as inspired by André Malraux). The eight essentials informing & framing Brandthinktank’s ‘From Depth to Growth’ approach are as follows: 1. Our objective: To be the premier consultancy in the ‘Business of brands’, across all consumer verticals & industry transversals. 2. Our raison d’être: If marketing is all about "creating a consumer” (Peter F. Drucker), it’s ‘branded desirability’ that works hardest. 3. Our definition: "So a brand is a world, a brand is a sort of little universe in which people can relate to the objects” (Patrick Thomas). 4. Our viewpoint: In the ‘Megabrand’ era we are shifting into, the battle for our mind will be that of 'soft power’, a battle of the imaginary. 5. Our conviction: Product innovation is just as integral a part of the eternal ‘brand narrative’ as visual identity and storytelling are. 6. Our principle: ‘Think reverse’; you’ve got to start with the customer's need and work backwards to the positioning and technology. 7. Our scope: End-to-end development from insight intelligence and equity construct to a business growth model and marketing plan. 8. Our mantra: 'Depth is the edge', as behind every success is a unique and profound understanding of what truly matters to people. https://instagram.com/brandthinktank/ http://www.strategies.fr/blogs-opinions/idees-tribunes/1028630W/ne-copiez-pas-volez.html http://www.strategies.fr/blogs-opinions/idees-tribunes/235741W/le-branding-et-l-optimisme.html http://www.strategies.fr/blogs-opinions/idees-tribunes/139605W/savoir-vivre-plutot-que-savoir-faire.html http://adage.com/article/cmo-strategy-columns/gekko-wrong-greed-bad/135137/
