by IanCW | Jun 28, 2019 | Marketing
“How much should I spend on my marketing?” is a question I’m frequently asked by prospective clients – or, “If I spend £XXXX on marketing what will I get?”Those are basically the wrong questions. We need to turn the conversation...
by IanCW | Apr 2, 2019 | Branding
Approaches to branding and development change over time. However, at times, important disciplines combine with powerful results. Sometimes it’s just a matter of timing when familiar techniques and technologies can be sparked by a catalyst arriving at the right...
by IanCW | Mar 21, 2019 | Branding
‘The brand’ is something that’s rarely discussed in the boardroom, unless the CMO (if you have one!) is around. But let’s just step back a moment – actually the ‘brand’ is often a point for discussion, except it’s rarely referred to as such. Because...
by IanCW | Mar 12, 2019 | Branding
It really does pay to have a simple brand identity, especially in today’s digital world. Everybody knows the old ‘KISS’ acronym – ‘Keep it simple, stupid’. But before we can do that we need to ‘MISS’ – Make it Simple. Now is a good time to revisit your...
by IanCW | Mar 5, 2019 | Branding
Does your brand know where it’s going? More importantly, are you clear where you want it to go?When developing a brand or briefing a consultant, it’s critical to consider what you want your brand to look like in, say, five years time, or more. Try not to...
by IanCW | Mar 1, 2019 | Branding
Traps to avoid with your new brand name. Most startups spend way too much time and energy worrying about their brand name. Just take a look at the names of some of our leading brands and you’ll see that they are not significant in themselves. Their importance lies in...
by IanCW | Feb 16, 2019 | Branding, Dangerous ideas
In fact no brands exist… not even the most famous ones.Let’s look more closely at what that means. A brand is just what’s called a social construct. That means it’s a concept that we, as a society, invent to help make sense of things. They are ideas, stories if...
by IanCW | Feb 5, 2019 | Dangerous ideas, Marketing
Customers don’t care about your business – all they’re interested in is what it can do for them. You may be justifiably proud of a new product feature you’ve sweated over. That new system you’ve designed may seem really cool to you. But all the client wants to...
by IanCW | Jan 18, 2019 | Communications, Marketing
In an excellent article in Catalyst, the Chartered Institute of Marketing magazine, Chris Daly (CEO of the CIM) suggests boards and marketers communicate in different languages. He considers whether this may limit marketers’ contribution to the business. Now, surely...
by IanCW | Jan 13, 2019 | Marketing
A new year should be the time for getting marketing plans and strategies in place for the year ahead. However, we live in uncertain times and many businesses are holding off planning. Political turmoil, global trade wars and financial instability cloud the view....
