No-one knows brands like brand managers – they see their brand a certain way. A way that’s informed by familiarity. By historical data, by a positive status quo, and by the subconscious constraints and conventions that experience can often create.
Brands need this solid, skilful nurturing. But they also need a sideways-look from time to time. A different view of their propositions and potentials. A shove and a poke by inquisitive outsiders.
Outsiders like J44 – brand strategists and specialists in the sideways-look.