imagine that.

Claridge Products is a leading manufacturer of whiteboards and office furniture. Good, solid, reliable stuff. They came to us with a vision for a new brand. A sister brand, if you will. A sophisticated, chic sister brand. A brand designed to change minds—and a lot of them. Specifically, the minds of high-end interior designers and architects. People who spec $20K whiteboards for the Fortune 100 set. An audience who, very rightly, sees Claridge products as better suited to schools than Salesforce.com’s new digs.

We put too much emphasis on “arriving at” a brand purpose—like it’s a finish line. When really, brand purpose simply articulates an idea to which your brand will be devoted. It’s not a finish line, it’s a starting line. And everything you do from that point on—everything you do to make your purpose a reality—is what will differentiate your brand. Purpose or no, brands differentiate themselves by what they DO. Purpose provides direction and gives meaning to what you do. But it does not replace the doing. It’s the doing that differentiates you.