Blog and News

Why we need Fuzzy Goals

Why we need Fuzzy Goals

Why we need fuzzy goals for today’s brand strategies. One of the cornerstones of traditional, brand-strategy creation, is goal and objective setting. There has always been an issue that situations and the business environment are constantly changing. Objectives are in...

Personal branding and the brand as person model

Personal branding and the brand as person model

Long before the concept of 'Personal Branding' was understood, brand practitioners often used the 'Brand as Person' model as an aid to help establish brand personalities. The concept was simple. If your brand was a person, what sort of personality would it be?...

Brand semiotics and brand equity

Brand semiotics and brand equity

Brand Semiotics provide powerful tools to not only understand brand personalities, but also to identify opportunities to occupy advantageous positions in the brandscape. Brand choice is significantly influenced by emotional engagement and the intangible, perceived...

Brand damage and P&O

Brand damage and P&O

Is potential brand damage at P&O down to bad luck, bad management, or poor communications? Whichever,  there can be little argument that once again a major brand may suffer significant brand damage.  It doesn’t take a specialist to spot the potential for such...

4 really good reasons for a brand refresh

4 really good reasons for a brand refresh

4 really good reasons for a brand refresh A brand refresh can be a powerful tool - so long as it’s for the right reason. But let's start with a really bad reason. And this is all-too-common - the owner, or CEO wants a change. They’re fed up or bored with the brand or...

7 Deadly Sins of Branding

7 Deadly Sins of Branding

Branding should be based upon common sense, but sadly, we see so many pitfalls awaiting the unwary - or the un-prepared. Pitfalls that are easily avoided, and brands and brand identities that can deliver great rewards for their businesses. So, we've assembled the 7...

Brand guidelines matter

Brand guidelines matter

Why do brand guidelines matter?  Because the best brand identities are not necessarily the best designed, but are always the most consistently applied. Great design matters, of course - but from a brand point of view the most important factor is consistency. Every...

Confidence and brand leadership

Confidence and brand leadership

Brand leadership is about a business's passion. There is an intangible quality shared by true brand leaders in fields as varied as manufacturing, finance, food and drink, or fashion - that quality is confidence. It’s often manifested in appearing not to have to try...

So what?

So what?

Don't let your claims get caught in the 'So what' trap. The claims you make about your product or service are so important. Whether you are writing an ad, or a post, making presentations, video or creating an elevator pitch - there is one golden rule. Steer clear of...

Time you got promoted

Time you got promoted

Why sales promotion is tactical gold Sales promotion is one of the most impactful tactics for generating increased sales and revenue. But it’s not just one tactic, it’s a whole catalogue of approaches. I use the word ‘tactics’ advisedly, because one of the great...

Is marketing strategy for SME’s?

Is marketing strategy for SME’s?

Have entrepreneurs and small businesses rejected classic marketing strategy? As an impoverished marketer trying to earn an honest crust in these difficult times, I have observed that while bigger organisations appear still committed to strategic marketing, smaller...