THE CHARM OF FISHING.
“The charm of fishing is that it is the pursuit of what is elusive but attainable, a perpetual series of occasions for hope”.
TO THE FOLKS AT LAB, BRANDING IS A LOT LIKE FISHING…SOMETIMES THE PROCESS OF CRAFTING THE PERFECT FLY IS AS SATISFYING AS CATCHING THE FISH.
Just like making that fly and never catching that fish, branding efforts sometimes fall short of actually making it to the shelf. You’ll spend time ideating, discover a mind-bending strategy, a cutting edge campaign and one cog in the decision making wheel isn’t quite ready for whats new and next.
Yet the ideas that are explored along the journey are important. They become useful studies for future referencing or even an innovation that you didn’t know you were getting at the time.
These bits and pieces don’t die if they aren’t used and creative doesn’t have a shelf life. We religiously document this information in order to archive and activate thinking as needed.
Much of it we share in our open source lab report and some of it we keep in our brand archives just waiting for the perfect moment.