We follow a process for looking at any problem we come across, which involves a lot of research and our chief tool - our creative brief.
This process has evolved into a tool for describing and more importantly fixing brands online. So almost by accident we created a product. The Digital Brand Review (Formerly Phenotype Brand Review) is an independent audit of a brand online, instigated by that brand or a competitor. It aims to fix what we see happening often with brands - dilution of message or the wrong brand signals. And we do this not with software or automation (though we do have some tools for the task) but with humans searching and interpreting - just like a brand's audience.