We live in a rational world. But kick a Mathematics Professor in the shin and still get an emotional reaction. So, how do you make sure that you capture your brand’s emotional values?
Alasdhair Willis, the Creative Director of Hunter, asked us to work with him on the relaunch of the brand, including the writing of a Mission Statement. We realised it was important that this statement included the emotional values of the brand we were asking people to believe in, as much as the rational Reasons-to-Believe (sometimes called the RTBs).
With this insight, we wrote the Mission Statement as a rousing speech. And then spent time in a recording studio to capture its full power.
Alasdhair liked the Mission Statement so much, he commissioned a film to go with it: a perfect demonstration of how the emotions had moved him.
The film was initially shown to the new investors, at a critical meeting, where the new brand look-and-feel was being sold in.
The new brand proposals were approved and the film was so loved that it now appears on Hunter’s website.