Brand, Meet Lean
The purpose of Lean Brand development is to discover the emotional-value being created and for whom that value is being created.
Whereas conventional brand development favors execution through a known process managed by a brand genius, Lean Brand development favors innovation, through experimentation, managed by validated learning.
This means your job - in the formation of your brand - is not to execute but to learn.
To learn you must experiment.
Experimentation happens in a Build- Measure-Learn feedback loop centered around three simple questions:
