Ask yourself. Has your enterprise evolved beyond its original purpose? If your company is new, will the brand you create today support what you do tomorrow? Are innovative competitors overtaking you? Do you want to enter new markets that don’t yet understand what makes you great? Are you the first choice for talent, investment, and customers? 
Whether you are a startup or a global icon, sharply defining your brand is a critical endeavor. The future of the enterprise relies on getting it right—the first time.​​​​​​​

Ashland's engineers live to solve the most important and complex problems in applied chemistry. Lucid Brands built their new brand strategy and identity around the simple and elegant idea, "always solving". (The program was recognized for its design and strategic effectiveness with an award of distinction.)

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