Make Better Brand Decisions: Five Guidelines for Brand Filters

President of Crescent Group Laura Sellors RGD highlights how brand filters contribute to building strong consensus among creative team members, making successful strategic choices and developing effective design solutions. 


How does your brand behave? What values influence or inform its actions? How do we make decisions that are “on brand”, and how do we communicate consistently?


Employees at all levels make decisions everyday in their ongoing efforts to do their jobs. Everyone wants to perform well and make the best decisions possible, but what might be a good decision for one doesn’t seem to be the right decision for another—does this sound familiar? Not to mention whether it is the right decision for your brand. So the question becomes: How are you arming yourself, your staff, and your entire organization to make intelligent, enlightened decisions?


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