What you need to ask in order to create brand that really works in the words of Rudyard Kipling.

Rudyard Kipling - Six wise questions to create your brand
Rudyard Kipling - Six wise questions to create your brand

The Elephant’s Child

I KEEP six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
I send them over land and sea,
I send them east and west;
But after they have worked for me,
I give them all a rest.

I let them rest from nine till five,
For I am busy then,
As well as breakfast, lunch, and tea,
For they are hungry men.
But different folk have different views;
I know a person small-
She keeps ten million serving-men,
Who get no rest at all!

She sends’em abroad on her own affairs,
From the second she opens her eyes-
One million Hows, two million Wheres,
And seven million Whys!

In short, if you are branding, thinking of branding or looking at rebranding, act like the Elephant’s Child and ask the six wise questions. If you do this, you can create a brand that is differentiated enough to really work.

Ignore it at your peril.

There’s no such thing as a stupid question, it’s just stupid not to ask them.