Interbrand Thinking Overview

The Fastest Way to Making

Interbrand Thinking is there to make our work more ambitious, creative and effective.

The confidence
to make Iconic Moves

Brands* are more important than ever before. However, their role has changed dramatically.

Our Lenses

Interbrand Thinking is a business philosophy that seamlessly combines a deep understanding of people, businesses, and their interactions to design and deliver growth roadmaps.

Our Approach

The thinking is useless without the making, and the making is pointless without the thinking.

Departure Point

A diagnosis of the current situation and the way it’s likely to evolve, leading to a set of early hypotheses for discussion.


Moves are strategic actions aimed at creating competitive advantage. They are not simply campaigns or announcements, but commitments that require a follow through.

Iconic Moves

An Iconic Move is an action that alters the competitive landscape by capturing people’s imagination.


The route the brand must take to move from its Departure Point to its Ambition.


The objective(s) the brands must achieve within a given timeframe, underpinned by clear KPIs.


The business’s north star: the ultimate reason why it exists. What it aims to achieve in the world and for people generally.


The consistent, unmistakable sensation through which all moves are instinctively attributed to the brand and are connected across all channels. The Feel is constituted by an Experience Metaphor, Experience Principles and Signatures.


Signatures are the key memorable and flexible sensorial assets (from graphics to product, from verbal to sound to space – and much, much more) that create distinctiveness and coherence.


Behaviours as the way people in an organisation act as a result of strategy and culture.

Our Way of Working

From Phases to Prototypes.


Interbrand Thinking was designed for a world in which organisations from seemingly different categories compete, collide and converge to address needs and win contestable customer resources.

Case Studies