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The change agency. |
| It’s really change you can
believe in. Change is an overused term, and we have to be more ingenious about how we foster it. In the last quarter-century, the top–down approach has had its day, in favour of greater empathy and more informed decision-making. |
Whether you’re creating a new business or you need a
rebrand, communicating an organizational strategy used to be simple. Find out what internal and external audiences perceive of your current situation, and find a way to bridge their thinking with where you want to be. Usually you’d communicate and repeat. The twenty-first century is more complex than that. You can only get people accepting you at face value if you build trust with them. We have also come to an age where brands are no longer dictated by a single strategy, as every audience member that is in contact with the brand thinks they have some influence over it. So, how do we create change in an era that also demands collaboration and humanism? |
In everything we’ve done in our quarter-century
history, we have been change agents, striving to create positive
influences and outcomes in every situation we enter. Every client is unique. But every client has something at its core that audiences can relate to. Our task with any brand is to find that, and use it to connect with audiences. This helps your own decision-making, so your brand strategy is not developed in isolation. We also have to accept that the top–down approach is a thing of the past. Brands today need to become one with each audience member, so we need to find that truth about yours that will help grow your business. Humanistic branding is not a fad: understanding it is the most effective way a company can make change work. Being change agents is something that’s at our core, and it informs how we approach your projects. |
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Copyright ©1995–2012 by Jack Yan
& Associates. |