How to Budget for a Branding Exercise

The typical company should be able to get through a branding exercise every, you know, in no more than two and two and a half months. You have to know what you're prepared to spend in the beginning because you can't go back for more. The thing is you do have to spend a fair bit of time kind of empathizing with people. And that's why, as I said, is a psychiatry part of this whole project.