The Brand Book
The foundation we operate from.
The Abnormal Press Brand Foundation — Mining & Energy Edition. Mission, positioning, methodology, and the operating principles that govern every engagement.
The Document
Mining & Energy Edition · 2026
The full document.
A ten-chapter brand foundation covering the firm's mission, vision, positioning, ideal client profile, the Perception Audit, the three pillars of outcome, the Find. Press. Prove. methodology, the Corners framework, the firm's philosophy, and the operating principle that defines when the work begins.
Written for the executive teams and boards who retain us. Public-facing version of an internal operating document.
Abnormal Press
Brand
Foundation
Foundation
Contents
What is inside
- Brand Foundation — Mission, vision, positioning statement, category, unique advantage, and the proof signal.
- The Core Problem — The gap between operational reality and stakeholder belief, and what it costs in mining and energy.
- The Perception Audit — The four- to six-week board-level diagnostic that begins every engagement.
- Ideal Client Profile — Who we work with, what triggers an engagement, and what they fear if perception is left unmanaged.
- Three Pillars of Outcome — Investor and market perception, public and stakeholder trust, brand and communication systems.
- Find. Press. Prove. — The proprietary methodology that governs every engagement.
- The Corners Framework — Where perception is actually formed, and the three types of corners that determine outcomes.
- Philosophy — Why "abnormal" is operating discipline, not creative posture.
- The Operating Principle — When the work begins. When the engagement is worth its cost.
In mining and energy, perception is the asset.