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It’s what shaped them and continues to do so. And while a dare can be a scary challenge, we believed it would provide a powerful call to action; and drive change.\nBrands are really simple things. It’s not what brand consultants would have  you believe, but at heart all a brand really is can be captured quite  simply as - ‘reputation’ and ‘behaviour’.
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It’s what shaped them and continues to do so. And while a dare can be a scary challenge, we believed it would provide a powerful call to action; and drive change.\nBrands are really simple things. It’s not what brand consultants would have  you believe, but at heart all a brand really is can be captured quite  simply as - ‘reputation’ and ‘behaviour’.
Employees (and their managers, and their managers) need a way to understand how to represent the brand in ways that are action-orientated and simple to apply. And,  most importantly, are scalable, so as the framework supports decisions  that a million situations will present and cannot possibly be captured in a guideline.
So Lotus, having published the ‘assets’ (as brand guidelines), needed to help everyone understand the ‘behaviour’ bit.\nAnd given the brand was born of daring (in engineering terms), where better to begin than in daring others to lead forwards?\nThe proposition ‘Dare you…’ leads this cultural charge, captured in a series of nonlinear points or places where Lotus meet its customers, with just enough of a framework to build confidence and empower, but not so much to cause confusion. Or, even worse, try and second guess what might be best and strangle the initiative.\nThe overall visual language sought to underpin that message - of a dynamic  flexibility - by stretching the brand’s graphic toolkit right to the  edge. 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