The Role of Brand Transformation in Brand Transformation

The general model, the way Johnny describes it is we're quarterbacks to the process. We will often at the start of the process be pitching to a company and to Blackstone what the role of brand transformation could be for them. Once they're aligned, we then align on a brief together, which we will help write. Based on that, we will then bring in partners, so agency partners who are going to partner with us to do that work. There's a lot that's required to protect the single-mindedness of a brand strategy or the kind of creative excellence of a visual identity.