Tim Rich makes a lot of sense in his Branded with Suspicion piece (Private View, DW 1 August).
Whether it’s a cynical eye to higher fees or a simple lack of understanding, ‘rebranding’ and ‘identity development’ seem to have as many different meanings as there are design consultancies.
Organisations embarking on an identity or brand review will do well to research their potential partner consultancies carefully, asking questions about their understanding of these terms. In my limited experience, I’ve found those who use plain English know what it’s all about and give sound advice.
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