We are a twenty-year old company which has gone through several different identities and images. Mike Catherall’s approach was that of a genuine stakeholder. He spent time in the office, researched our business and competitors, and gained an implicit understanding of what we did and what we stood for. He articulated his understanding and defined us to the marketplace, and indeed to ourselves. The staff are proud and the market views us as genuine (in a marketplace of glib, commonplace articulations of identity). His approach is unconventional but it works – we are making more money.