At Fazer, we like to think of ourselves as “cheerful contrarians.” That is, we have a healthy disdain for the marketing status quo. But we’re not simply contrary or negative. If you want to say “no” at Fazer, you need to provide a better alternative. So here we go…
Fazer is a brand strategy firm. Our proprietary methodology—De-Positioning—is inherently contrary to the status quo. We’re cheerfully contrarian to the core. We don’t believe in the dogma of differentiation, which is how most of our competitors approach strategy development. Instead, we believe in disrupting markets by addressing “hero” pain points and exposing competitive weaknesses. We call this process De-Positioning. This innovative approach delivers powerful brand strategies that drive sustainable competitive advantage for our clients by using the dead weight of the competition to metaphorically throw them across the room. It’s brand judo, not karate.
Our obsession with strategic innovation doesn’t stop at De-Positioning. We also emphasize integration to unlock the full potential of brand strategies. Integration, for us, isn’t about matching luggage. It’s about brands behaving like humans: adaptable, context-aware, and true to their essence. The job-interview version of you isn’t the same as the first-date version, but your core identity remains intact. The same should apply to brands.
Integration isn’t achieved through rule books. It’s born from creative inspiration. Brand books, while necessary, are static. They are “rule books” that say “no” more often than “yes.”
And here’s where we challenge conventional wisdom: integration isn’t achieved through rule books. It’s born from creative inspiration. Brand books, while necessary, are static. They are “rule books” that say “no” more often than “yes.” They inform, but they rarely inspire. Worse still, they tend to gather dust in a closet after their initial unveiling, leaving many parts of the organization underserved.
The Universal Brand Briefing Book: A Better Alternative
Our solution? We’ve evolved the traditional brand book into the Universal Brand Briefing Book (UB3). Each UB3 contains a De-Positioning strategy, a classic brand book, and an essential addition: eight insights about the brand’s essence and audience. We call this the universal brief.
Insights are inspirational tools. They spark fresh thinking and help creative teams tackle brand challenges from new angles. But they don’t overshadow the most critical elements—pain points and competitive weaknesses—because those are why people buy.
When used correctly, UB3s inspire cohesive and compelling integration across all levels of the organization. They provide a magnetic force that aligns teams, partners, and creative efforts. They’re not just tools; they’re the ultimate integration engine.
Integration: The Competitive Edge
We don’t just create UB3s for logos and taglines. Fazer goes deeper, creating universal briefs for every facet of the brand, from messaging to product development to customer experience. This approach ensures brands remain competitive, cohesive, and compelling across every interaction.
To thrive in today’s complex markets, brands need more than static documentation. They need dynamic, actionable tools like the UB3 to inspire, align, and sustain a competitive edge.
Brand books were a start. But to thrive in today’s complex markets, brands need more than static documentation. They need dynamic, actionable tools like the UB3 to inspire, align, and sustain a competitive edge.
Conclusion: A Call to Action
The marketing world is evolving, and the tools we use must evolve with it. Brand books are broken because they focus on rules rather than relationships, limitations rather than inspiration. At Fazer, we’re redefining the category with Universal Brand Briefing Books that empower brands to connect, cohere, and compete.
It’s time for brands to embrace this evolution. The world doesn’t need more static rules; it needs tools that inspire creativity and unlock integration. If you’re ready to reimagine your brand strategy and take your competitive edge to the next level, the team at Fazer is here to help.
Because in branding, as in life, being cheerfully contrarian isn’t just a mindset—it’s a method.
