With three weeks of meetings, pyramids and snide comments behind me, I’ve come to the conclusion that anyone who has anything complex to say in a brand exercise meeting either hasn’t the faintest clue of what they’re talking about or is trying to mask their own uncertainty. I know this to be true because I did it twice, and at lightning speed, I might add.

So, over the next few weeks, I’m going to reduce the process of creating a new brand to its basics. For starters, here’s how the process should look from afar.