Perspicuous is an adjective derived from the noun perspicuity, it’s defined by Merriam-Webster as
: plain to the understanding especially because of clarity and precision of presentation
In brand planning and brand strategy there’ s not a lot of it going around. Clarity of brand strategy design and presentation are quite lacking. It’s not like it’s string theory or anything, it’s just that most planners are very deep in the roots — deep in the ingredients — and have a hard time ‘splaining what they are actually delivering. Brand strategy is not a bunch of value-laden verses or a brand poetry to be handed off to a client as a muse for creating a brand. It’s not ethereal guidelines for the creation of marketing stuff. It’s an organizing principle for product, experience and messaging. An organizing principle with boundaries, dictates and evidence.
Boiled down, brand strategy is a framework for marketing work. It’s binary and measurable. Yet it is also creative. Better said, it allows for wonderful creativity.
And it all starts with Perspicuity. A clean directive.
Happy to share some samples. Write Steve at WhatsTheIdea.
Peace.
