Objective 1.0	Measure twice—cut once…or most of the time, it’s measure up to 20 different ways…then cut accordingly. In the very beginning, all clients are taken through our Conceptual Strategy Workshops. This approach was developed early on by working closely with strategic business consultants who took a much more pragmatic, metrically measured approach toward business strategy. We then tailored the idea by auditing what we see as metrics of a conceptual nature. The resulting workshops that we’ve crafted over the past decade are the lifeblood of our total process, resulting in a much tighter view of what will really be successful, and what would otherwise end up as fluff. Many of our clients (including several CEOs) have told us that our workshops alone have been some of the best exercises their organizations have ever gone through—period.
	Objective 2.0	Get our personal tastes and preferences out of the way—which also means that our process will get your personal tastes and preferences out of the way too. Just because the CEO’s wife likes the color green doesn’t mean it is going to serve your Brand. Our Conceptual Strategy Workshops bring everyone at the table face-to-face with the organization’s long-term and short-term goals, audience segments and hierarchy and mindshare objectives, just to name a few.
	Objective 3.0	Best of Breed—meaning that we have writers doing the writing, designers doing the designing and production engineers solely dedicated to making things “go”. We hire folks that live, breathe, sleep and eat their disciplines. Ever notice that buying a TV/VCR combo typically means that you get a mediocre TV and a mediocre VCR? Having a web designer/developer combo create and develop your entire website usually nets similar results.
	Objective 3.5	Drop-dead killer creative—Design awards are fine and all, and if they happen they happen, but it’s when your sales begin to increase sharply as a result of Brand-serving creative that we start popping champagne corks. Just ask the President of ExactMats how a focused Brand, new identity, website, packaging, etc. became the catalyst that took his company’s sales efforts to unprecedented heights. Feel free to view our portfolio and see for yourself.
	Objective 4.0	The Brand is Everything™ – We really mean this. Whether you have a tight Brand or not – if we aren’t helping you develop your Brand, we’re at least integrating what’s there with the purest approach possible. Our Conceptual Strategy Workshops are designed to uncover what mindshare any creative work should be serving – and in what way. We are dedicated to not only sticking to true Brand Discipline, but also educating and raising up Brand champions within the organizations that we serve. If you’re pretty green on what true Brand Discipline really means, don’t hesitate to call us. We’d be happy to give you a quick version in person. You may be surprised to learn what true Branding is and isn’t.
		© 2008 Corridor Brand Group, The Brand is Everything.