Never Mind the SizzleWhere's the Sausage?

making a strong business case.

We needed to avoid too much clever stuff on the brand, and focus on showing how our ideas would help us boost profits, as if we were pitching a business idea to potential investors.

Avoid becoming focused on the strategy itself and becoming too intellectual about branding: try to ‘think less, and do more’.

Using the brand vision as a ‘trampoline’ for idea creation delivers a double whammy: you bring to life your ideas and get some good ideas for innovation.

when mocking up ideas. Hunt around and you’ll find ways of doing this work well on the cheap.

Looking at other markets and brands outside our category, what

What things are going on in the life of our consumer, Sarah, beyond just sausages or even food?

What’s wrong with our products today, and how could we make them better?

Most great brands are built on a great product, combining sausage and sizzle.
3. Creating a brand vision is not about filling in boxes on some complicated tool. It’s about asking yourself some challenging questions about where you want to go and who you want to be.
4. Pick a couple of things you want to deliver (benefits) and make sure for each you have something that supports this

You need to be clear about what sort of brand you are: are you closer to Prada (lifestyle) or pasta sauce (product)?