Any old marketeer can sit in a room, scratch their head and come up with what their brand should stand for.
The rebrand will probably make their organisation sound as wonderfully angelic as the next one, to the outside world. At a guess, it will probably be reliable. Possibly friendly. Yadder, yadder, yadder, we’ve heard it all before!
So how do you create a brand that isn’t superficial and stands for something? Simple – you build it from the inside out.