ABSTRACT
The precise relevance and rationale of a firmword depends upon the nature of the organisation or product it is intended to represent. Traditionally Marketing only measures response to their communications, whereas with firmwords they can also measure this against conformity and focus of all outgoing messages. The client stakes an ownership, understanding and involvement in their own identity, whilst the external designer, sharing the same agreement about the core and true nature of the identity's foundations, can unleash their creativity and commitment without hestitation. Marketing can offer a rationale to the productivity of their spend, and other board members more readily audit Marketing's validity in their efforts to focus and steer the organization's identity. Designers can boldly challenge the client's understanding of what these foundations will bear, and the client can more intelligently participate in the creative debate of the design solutions being recommended.
