20 years ago we adopted this story to describe how we go about our work.
First, to be absolutely clear as to what sort of animal the brand or organisation is and, equally important, what it isn't.
Second, to work to a precise brief based on the unique circumstances that create the communication problem.
Third, to add the creative spark that brings the solution to life in order to meet the client's commercial objectives.
Finally, to express the concepts in a way in which every mark has a reason for being.
There was once an old Indian craftman who carved elephants from blocks of timber. When asked how he did it he would simply reply, “I just cut away the wood that doesn’t look like an elephant.”