evolve - embrace brand evolution. The Sponge - master brand makers - embrace brand evolution

Inspired ideas can come to you in many ways. They could be a brilliant flash that seems to magically arrive in your mind from your subconscious, the superconscious, or God, depending on your beliefs. When acted on immediately, they can prove to be quite rewarding both in experience and financially. An inspired idea can lead to a new business direction and can make all the difference in the world. The key is to do something the moment you get the idea - take action – to commit yourself to the idea. If I am unable to act on it straight away, like when I am jogging or driving, I like to use the task functionality of my Windows mobile to set an alarm for a time when I know I will be able to. Otherwise I will make a call, send an email a text, or anything that commits me to the idea.

Now there are other ideas, those that are brought to you. These are the ones that others have had and you become part of because of their inspired action. Sometimes these ideas can be so well developed that they are ready to drop directly in to your business, or build a business around and start making you money. The best part is because they are brand new to you, they have often never been attempted in your industry before. The challenge is recognising the opportunity for what it is, rather than something that is too good to be true and being frozen in inaction like a deer in headlights while the opportunity passes by.

It is easy to let our inner critic start picking at a new idea because it is unknown and unproven, and sometimes we talk us out of a brilliant and inspired idea that proposes to make us millions in sales. How do we determine when it is a brave step that is required rather than the easier choice of inaction? We can foolishly compare the new idea to what we have always done and because we have nothing to measure it against it is easier to put it in the too hard basket. A quote that a friend of mine reminded recently which I like “If you keep doing what you’ve always done, you’ll keep getting what you’ve always got.” Do you like what you are getting?

I believe it is critical to be open to inspired ideas, especially in my game. Inspired ideas are what change your life. The more you are open to these ideas and the more you do something with them, the more inspired ideas that you will get. I’d love to hear your ideas. Who knows, we may be the catalyst that transforms your idea into reality.

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The Sponge are master brand makers. Our expertise is in making powerful corporate brand identities, identities with substance, identities that communicate an authentic story, identities which deliver real results.

Do we do other things like marketing strategy, design for print, design for web, design for multimedia, and design for live events? Yes, if it is part of the necessary strategy for making a powerful brand, we do it.

It is what we love. It is what we do exceptionally well. It is where we Find the Fun.

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Why is the old adage “The Baker doesn’t bake his own bread” such a common truth? I know it is far too easy for me to get bogged down in my work and let that what it is that I preach escape practice in our own business.

It is not always an easy task to stop and take an unbiased look at the business you run day to day. Even more when it is a focused critique about everything you are doing to make the hard but necessary changes to steer your business into the future. This is more difficult when it requires you to kill the old cash cow that hogs your resources and keeps you welded to the past and from your real objectives and ultimately achieving greatness.

To practice what we preach we’ve successfully implemented a series of “Evolution of The Sponge” planning days. They have been spread over a period of a 6 weeks and have had the involvement of the key people within The Sponge and externally. The outcome has been extremely positive, refreshing and bonding to put it simply. Now we have an empowering new Vision, Mission and set of Core Values that will guide all our actions and choices here in. I want to share them with you because we feel they are powerful. The words are being finalized now and will be published to here soon.

The other key outcomes of the Evolution planning day series are a road map for the next 12 months at The Sponge which includes:

• the redefinition of the category in which we play (work)
• the services which we are amputating
• the services we are focusing on
• our new internship program
• stronger Sponge culture
• new facility layout
• promotions and budgets
• goals
• definition of 4 new roles that we need filled.

I have thoroughly enjoyed the Evolution of The Sponge experience and as a result we are already more profitable and working better together. There is a level of positivity that we have not experienced before and that is quite exciting, I only wish we had done it sooner. Practice what you preach.

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With fingers crossed, we are awaiting confirmation on an absolutely incredible new opportunity. I expect to make an announcement here shortly.

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Which is why we wake up smiling and rush into work every morning.

Our clients are extremely important to us, like members of an elite club that we fondly refer to as Clubsponge.

Our clients are the chosen ones. The rare and special people who continue to inspire us with sparks of ingenuity, magnetism, intellect and the unbridled desire to soar to great and dizzying new heights. The courageous few who are receptive to the big ideas that are innovative, progressive and sometimes outside of their comfort zone. These are the ideas that differentiate them from the clutter which is the competition.

A relationship with the Sponge is like a trusted friendship. One in which you can share your needs, your goals, or your flights of fancy. And in our fun and friendly Sponge way, we’ll help you make them your reality - with titillating results.

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