Helping Brands Discover their Heart
A truer direction for businesses
At MCG, we are passionate about your passion. This sounds like a random tagline but it is the truth. We believe the secret to a successful brand is a very simple one: A passion for what it is you do and why you do it (your Core Creative). Successful brands use that passion as a reference point when making decisions regarding their brand, especially when translating their story into a visual medium; as well as extending that passion to their employees - making them true brand ambassadors. This is the cusp of what we mean by 'create not compete'! A company that is focused solely on competing against its rivals will never be at the innovative forefront of its business. Whilst, on the other hand, a company that rather than 'follow the crowd,' chooses to focus on their passion for business and being the best at what they do and how they do it, will always lead.
The fact that we put brand passion first means we are able to direct companies to discover and utilise their business USP in order to deliver a successful brand message every time. We help our clients to adopt better communication/idea-generating and strategies via a hands-on, show and prove learning process. Helping our clients' employees to incorporate design thinking, storytelling, idea-generating and creative thinking into their day-to-day working and decision-making process, which in turn influences the visual decision-making process. With the bonus outcome of not only creating effective marketing strategies and brand content but also a growth in employees satisfaction and productivity, resulting in better relationships and connections with your customers via a shared passion for your brand.
Shoot for the Moon
When people think about design, they tend to focus only on visual aspects. The beautiful imagery and emotion activating outputs. This is why design is and will always be considered vital to a company’s growth. Especially in today’s digital world. To quote the Buddhist monk Thích Nhất Hạnh (later made popular by Bruce Lee’s Adaptation)
“A finger pointing at the moon is not. The moon. The finger is needed to know where to look for the
moon, but if you mistake the finger for the moon itself, you will never know. the real moon.”
For most people, the moon is the creative output, when in fact is, the moon is the creative process itself. As without this, there can be no moon to look upon. Yet, most companies focus is purely on outputs
missing (to quote Bruce) “all of the heavenly glory”.
This is where Guru looks at the thing with a truly holistic view. We focus on helping our clients develop to develop stronger ideas and strategies via teaching how to align themselves with a more design-centric method of operations via the adoption of Design Thinking. Improving marketing outputs but also the overall brand direction via alignment to a more design-centric way of operating.
Even though Design Thinking was developed within the design and creative industry, this does not mean that they do not apply to every type of business. In truth, as long as a business need to generate ideas and solve business problems, then becoming more design-centric is to those companies benefit.
“Indeed, I believe that creative thinking in business and like is utmost important or necessity, why, because, it is a way of looking at problems or situations from a fresh perspective that suggests unorthodox solutions (which may look unsettling at first). Creative thinking can be stimulated both by an unstructured process such as brainstorming and by a structured process such as lateral thinking.”
M Ashraf , Saqr Al-Khayala Group
Creation not competition
A good Design output / creative strategy isn’t something that just happens via a just having good designer in-house. There is a tried and tested methodology creative use that allows them to discover the undiscovered, truly thinking ‘outside of the box.
It doesn’t matter if you fill a company with the best designers and creative in the world or your company simply employee one designer. Without the foundational understanding of how to position design as a profit-driving tool, the creative will often fail to deliver its full potential. A solid design output/marketing strategy/brand growth strategy all starts with the ideation process. Over the years, Design thinking has grown beyond a method purely used by designers to something that influences nearly all areas of businesses.
Via Design Thinking, companies can create a more effective business culture that can swiftly identify and answer any business queries, while simultaneously working towards a well-defined business growth plan.
Successful brands use their passion as a reference point when making business decisions. This is especially true when translating a brand story into a visual medium. Follow brand passion is the cusp of what we mean by ‘create, not compete. A company that focuses solely on competing against its rivals will never be at the innovative forefront of its business. Whilst, on the other hand, a company that rather than ‘follow the crowd,’ chooses to focus on their passion for business (what we call their Core Creative) and being the best at what they do and how they do it, will always lead.
Using Design Thinking to Discover Brand Heart
Championing Design-Centric Business Culture
The true beauty of Design Thinking is that it comes at a very low monetary cost. Essentially Design Thinking is about addressing how employees think and innovate, drawing them more in line with the methods of the creative industry. It is about helping to break habitual thinking (the enemy of innovation). This is why a lot of companies that either employ external creative’s or have their own in-house designers can still struggle to maximise brand impact. Having the creative skills at your disposal is great, but knowing how to best utilise those skills to improve the overall company direction is the goal.
When creating an in-house creative team, making sure that the team is built according to the clients individual business needs and motivations. A design team integrated via the business adoption of Design Thinking, creates a better business culture, happier employees and brand growth. But without first establishing a brand CC and business ethos, creativity will always lack direction.
By using Design Thinking as a framework within all areas of operations (Sales, Framework, HR, Marketing, brand direction). The design process speaks directly to the human experience. When applied correctly, the design process is collaborative, focused, considered and excited with surgeon like precession yet somehow, it also remains agile and innovative with the ability to handle any unseen problem thrown at it. These are all aspects of growth that any company can benefit from. By having a defined brand story and direction under which all can rally around, the business can better focus on the brand directives.
WHAT CLIENTS SAY
Senior Director, Global insights at Universal Music Group
I have worked with MCG for many years and they are fantastic at re-thinking how insight is best delivered for maximum impact. Rather than just delivering outputs they challenge researchers from the very start of projects to think differently, distil the key findings and ensures you pull stories from data before delivering in a truly compelling way. Experimentation is key in challenging existing practices and more of this is needed for the research industry to progress from delivering data to truly delivering insight.
Head of Online Communities at Harris Interactive
I worked with MCG to really help promote and progress the design thinking at Harris Interactive, with particular focus on the communities solution. Slim and his team helped to produce some great collateral, but also helped to guide the team through this first time process and teach us to refine and iterate. It was a steep learning curve with lot's of tips to help us with future projects
Managing Director, Customer Experience, Kantar. Board Director, Kantar Insights UK
Slim is a great guy. We worked together on countless pitch decks and videos. Always creative and compelling, his contributions helped to secure several multi-million $ deals. He adopts a highly collaborative stance with colleagues which gets people working towards the same end, be that pitch materials, proposals or translating data into visual outputs for optimal client impact (not just pretty deliverables). Get Slim involved early in the process and he will always add huge value.
I had the pleasure of working with MCG when my company needed to create a promotional video for our website, demonstrating our product. From our initial meeting, they completely immersed themselves in our brand and product, ensuring that he fully understood our positioning before beginning the process. We had a couple of meetings setting out our desires and working on the treatment, but after this Anslim flew through the work, getting it spot on first time. He organised all the external requirements such as voice over, meaning the whole process was very simple for me. The final product was so good!