A Need for Strategy - We developed BrandSequencing out of the need for strategic direction in the marketing communications firm that eventually became BrandSequence. Over the span of two decades of developing brand identity, websites, advertising, and collateral for a wide range of companies and organizations, we came to realize that successful marketing required good strategy. Strategic direction often wasn't provided by our clients, partly because they had neither a good research method nor the time and inclination to develop and execute strategy.

A Crucial Difference - We learned that the best strategy is based on how customers actually perceive products and the companies that make them, rather than on how the companies perceive themselves. This became a crucial difference. We gradually developed a unique process for getting customers to talk openly, when we found that we could organize our research around something we call Brand DNA, the things that matter most to customers.