A world of virtually unlimited choices, unrelenting change, and uncertainty demands clarity. Much of the advice O+CO provides clients aims to help illuminate the purpose and potential of their organizations. Fundamentally, this means articulating a clear identity, establishing a unique but credible positioning and value proposition, and defining a coherent structure for various entities or offerings. Other aspects may also need to be considered, but we focus mostly on these core elements to set the blueprint that will guide branding decisions and inspire creativity.