The Audacity Group helps companies navigate the opportunities in being competitive, responsible, distinctive and kind. We revitalise how you compete in a warming world. We help you do what’s right in modern markets. Define what will sustain you, decide the strategy that will drive you, build the culture that binds you, and tell the stories that make you wonderful.

The primary purpose of brand strategy is to make your brands as relevant, distinctive and valuable as possible. Approach your current situation honestly. Quantify your appetite for risk. Know what success looks like. Make the conscious decision to build each brand as a bankable asset. By choosing to define your future, you give your brand “forecastable history”.

The old precepts of fit are giving way to demands for flexibility. Holding this “distributed workforce” together requires new ways of executing and organising. You’ll need to balance cohesion and diversity. Achieve that by focusing on what will bring people together emotionally. The right brand culture brings the powerful sense of identity and shared beliefs that people need to deliver your defined future effectively. Principles focus collective energy.

Reputation and availability drive inclination. The goal of every brand is to be present in the most compelling and consistent form to everyone shopping in your category. Know why you want to be known, and what you want to be known for. Fixate on your brand codes. Speak with confidence and ease. Say things people remember. To be competitive, you must be articulate. Rich stories turn data, rationale and plans into narratives that make sense and can be easily shared.