Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


What is a Brand?

By Joe Walsh
July 18, 2011
What is a Brand?

We're now into our third decade of research, strategy and design helping professional and other relationship service providers build and improve sharp brands.  All these years later, we still encounter, on a daily basis, questions about what a brand is.  The best definition we've heard is "it's a unique identity based on a promise of value different than others." Sounds simple enough, but the confusion still lingers.  Against that backdrop, I really enjoyed reading this post in Harvard Business Review's Blog Network.  Hope you find it helpful, too.