Great brands aren’t built in a day. But they can be hacked in a day.
The Brand Hack is an audacious amalgam: a team of specialists including designers, developers, illustrators, photographers, event producers and one CFO. These independent practitioners, who each have their own businesses, convene under the rubric of “hacking” to conduct day-long sessions to help you jump-start your start-up or your established company. One client of this service dubbed it “branding on steroids.”
The process usually takes much more time than a day, or even a few days. For most branding projects, or depending on the scale or stage of the client, departments must first align schedules. Budgets must be be allocated, research and financial documents are reviewed, meeting agendas are prepared, candidates are vetted, focus groups are tested and much more.
The advantages of The Brand Hack’s approach are:
Focus. I can imagine that having a team of individuals working on nothing else can yield powerful insight in even just a few hours.
Scale. Sometimes, an entire agency isn’t necessary to generate value.
Budget. Theirs isn’t an ongoing or programmatic approach, so I can envision that the workshop model saves both time and money.
Businesses still exist in antiquated models. Marketing is sometimes seen as a separate department and, unfortunately, design is not always viewed as a core function. So innovative approaches like The Brand Hack can help breathe new life into old notions and outdated methods. Indeed, think of them as a brand defibrillator. Clear!