Tony E. Saade, Chief Strategy Officer, Quill Communications on the IQ model
Creating a brand is a messy process. If you think you can wake up, make coffee, open your laptop, sit at your desk, and start writing a strategy, you’re mistaken.
I call it a structured mess, one that allows you to experience highs and lows to reach clarity.
Creating a brand is based on little connected bits of inspiration. These can come in many ways, at any time, and in any situation, even in the most awkward places.
I’ve developed many of my best strategies locked in a room staring at the ceiling or hiking at an altitude of 1,500 metres.
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