The dog speaks

Talk about the cobbler having no shoes for his kids…

We’re very excited in the studio. We are right in the process of launching the new Firedog brand. It’s been a very long time coming, and we are not afraid to admit that at all!

A lot has happened over the last couple of years – Change of management, re-alignment of values, re-alignment of practically everything! In fact, we first started talking internally about a rebrand about eighteen months back, started work on it about twelve month’s ago and have been hammering it hard for about the last four months.

Why has it taken so long? Well, a few reasons really.

  1. The first reason – the clue is in the title of this post. We are working on our own brand. This is not something to be taken lightly. It has been probably the most deciding factor in the length of the project and why it has been on our desks the best part of a year. In the agency world, you care about two major criteria: 1) Your clients 2) Your revenue. Two quite relevant factors, now looking back over our project. Our clients have thankfully kept us really busy. And what’s more, try and get our account manager’s to schedule in some Firedog work when client’s deadlines loom. Not easy. And revenue? Firedog, the cheeky sod – Hasn’t paid us a bloody penny the whole time – Only some chatter about rewards throught increased value.
  2. The depth of the project – We really have gone to the bare bones of what makes us Firedog. We’ve undertaken heavy research, both interviews with key clients and online research, further client testing, former staff research, supplier research, market competitor analysis and positioning, product segmentation, messaging, values and mission. Oh my hat, the list goes on! And all this before we have even considered that we didn’t want Firedog in sans serif.
  3. Fear – When it’s your baby, you really do tend to muck about with too much TLC. You are always conscious and concerned with the results of every single move. That’s a process that can often hinder any timing plan.

Well, it’s all live now. We still are looking to do a bunch of work fine tuning the website and making pretty all our content. But the bulk is there and we’re quite relieved!

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