Business thinking matters, it matters a lot. For me its very important to understand brands placement in the industry. Where does brand belong? What kind of product can company accomplish with its resources? What is long term vision and thinking? Which brand language direction is the right one at the moment?
By researching and analysing competition we will develop healthy business discussion which will help to place brand in the matrix of competition. That way we will ensure design proposals are relevant and business investment is risk free.