Clear Defendable Territory
Are brands irrelevant?

Brands are increasingly irrelevant, deliver poor content and fail to improve consumers’ lives.

81% of brands sold across Europe could disappear and consumers would not care.

Surprised? Well, that's what Havas Group's Meaningful Brands 2019 report says European shoppers think.

The Clearing believes brands represent a positive choice, so it's shocking to see such negative results. In the face of such scepticism, it’s essential brand owners reaffirm the role their brand plays in the world, the problem they're solving for consumers and how they deliver on their promise, every day.

We call this 'Clear Defendable Territory', and we’ve helped McLaren, Ocado, Eurostar, Breast Cancer Now, Fitness First and Wimbledon discover theirs.

If you’d like to find out more, get in touch – we’re love to talk and regularly host lunch & learn sessions on brand positioning and purpose, brand architecture, tone of voice and the forces shaping the future of branding.