Just pull the chain if you can’t plumb into your client

The last three paragraphs of David Bernstein’s Private View should be etched on the boardroom walls of every company contemplating a ‘makeover’ (DW 25 April).

They certainly won’t make popular reading for any corporate that has spent a Consignia-sized budget on an identity review and come away with a Consignia-style logo.

A critical aspect of identity development is the research into your prospective client. Get this wrong and you won’t even get the loo door the right colour, let alone fix the plumbing.

Richard Wells

Head of promotion and communication

Scripture Union

Milton Keynes, MK2 2EB

richardw@scriptureunion.org.uk