"And this, gentlemen, is what has made this possible"

Sadly, I wasn't in the room when the client CEO brought in a model of his company's brand identity. He was talking to the bankers who had just taken the business to the stock market, 14 months after he'd been working on a debt restructuring.

What he meant was that the turn-around he'd achieved had all been built on how a new future for the business had been articulated - by its brand definition. We'd created a new sense of ambition, a recognition of its product and service superiority and a culture of innovation and enterprise. We also wrote the first Sustainability Report in the market.

On every single measure, the company had proven how it could always inspire more.

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