Project Overview

Strategy has now emerged rightfully as the epicentre of great company and brand success stories. Creative is still important but it takes a back seat to strategy in today’s marketplace.

Get the strategy right and the ROI flows in. Get the strategy wrong and you look for a new job or client. Many companies are still using yesterday’s strategic platforms and wondering why the disruption and game changing strategies of their competitors are ripping off their market share and eroding profitability.

At Traffic, we specialise in brand transformation and it became increasing obvious with our fifty years of brand creation and re-invention that there had to be a better way of delivering 21st century strategic solutions to a 21st century marketplace.

We created Brand Metabolism to set new standards in strategy development.

Organisation

Traffic

Team

Austin Begg Chairman
Andrew Begg CEO Creative Director
Jacob Eisinger Typographer

Project Brief

Over a 12 month period Traffic developed and tested a radical new strategic methodology that could deliver game changing and disruptive strategies that would increase client ROI and shareholder value. Traffic and our original Brand Metabolism clients discovered that the process effectively integrated organisational mindsets with metabolic pathways that made the company and the brand more culturally combative and more profitable.

The name, Brand Metabolism was created based on the theory that brand health and wellbeing was similar to human health and wellbeing. Companies and brands are also living, breathing entities that require continuous, rigorous attention to retain metabolic health and sustainable life and profitability.

Project Innovation/Need

Over the past decade Traffic discovered that many clients had become increasingly bureaucratic and unable to deliver game changing, fully integrated solutions that increased ROI and shareholder value in an increasingly digitised world. This is why we created Brand Metabolism.

Bringing Brand Metabolism to life in a way that demonstrated Traffic’s branding skills was a first priority. (If we can’t create a brand name, logo design and build our own brand how can we win client trust and confidence to do theirs?).

We wanted to communicate that Brand Metabolism creates and delivers game changing, company and brand transformation strategies to generate greater corporate health and wellbeing through the delivery of solutions that increase client ROI and shareholder value.

Design Challenge

The design challenge was to create a brand that challenged conventional thinking in its category. We wanted to position strategy as the new powerhouse platform to create brand health and sustainable ROI/shareholder value. Increasingly, Traffic is working with CEO’s and boards who seek greater clarity and accountability for their marketing investment. Clients expect more because many of them have failed to keep up to date.

The design challenge was to demonstrate that Brand Metabolism was a global first in methodology and design animation. Being a leader, not a follower is part of the metabolic pathway development process and the design challenge was to make it visually arresting and engaging while at the same time confirm that strategic planning has moved to a new level.

Effectiveness

Launched in November 2014, Brand Metabolism has been a great success.
The methodology has been used by clients in the banking sector, B2B sectors and B2C across automotive, property and not for profit. Five projects have been completed and five more are currently in play. In every case the original client brief has been changed and enhanced based on Brand Metabolism revelations and new metabolic pathways. Every project to date has involved the CEO, the Board or the executive management team because the strategic outcomes created usually require organisational and cultural shifts at the highest levels.
The results from the five completed projects have met or exceeded client expectations.