The XFactor is the process we have developed to help organizations
or redefine their brands.
We start with every fact,
opinion, and option we can discover about our
client, their customers,
and their competition.
Next, through a series of academic models, primary
research, and a few intuitive leaps of faith, we
simplify it all down to
two sentences: The Brand Essence and
The Brand Promise.
Then, the fun stuff starts.