A fulcrum point is a process, activity, outcome or transaction that is essential to your brand proposition.

We believe that the most powerful brand strategies are built on clearly identified fulcrum points.

The fewer there are and the easier they are to understand, the more likely your business is to be successful.

A fulcrum point is a process, activity, outcome or transaction that is essential to your brand proposition.

Taken together they define the basic principles that inform every decision that you make. These are your fulcrum strategies.

When you’ve identified the key fulcrum points in your brand strategy, everyone in your organization can make fast, smart and profitable decisions — independently and confidently.

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