Reading Time: < 1 minuteBrands need to inspire, because that optimistic prognosis of what lies ahead holds real opportunities in terms of engaging and involving people. Belief humanises brands. Which is why every brand must dream. Optimism aligns directly with our worldview. In other words, what we look forward to is a world that is most like the world […]
Tag: brand story
Renormalising
Reading Time: 3 minutesBrands are all about habits. But as this article in Time reminds us, sometimes the best thing a brand can look to do is to change a habit – even if they helped create the habit in the first place. Of course, brands tell themselves they do this all the time – but for many […]
Two ways to take a stand as a brand
Reading Time: 3 minutesWhat have you got to say for yourself? In these polarised times, is it still possible or prudent for a brand to take a stand? And if you do, how should you do so? Here are two ways to take a stand as a brand. Take a stand softly Taking a stand this way is […]
Turning your brand into the authority
Reading Time: 2 minutesIn this article in Business Week, Howard Schultz talks about how the mighty Starbucks brand lost its way – mistaking aroma rather than coffee for the core of its business and embraking on a strategy that saw it shift seriously off-course. The problem, as Schultz explains, is that by the time the company realised that […]
Always be branding
Reading Time: 2 minutesSomehow, it just doesn’t feel right. In fact, to some it feels tantamount to suicidal – spending money on your brand at the very point in time when the company feels like it can least afford to invest in “intangibles”. To all those people who’ve thrown that argument at me over the years, you’re right. […]
Brands at the speed of life
Reading Time: 2 minutesWhat a pleasure to discover the writings of Simon Graj. I very much enjoyed this post on how changes in the speed at which consumers see and recognise brands affect the nature and manner of the relationship. Graj suggests brands are on a collision course with consumer habits because while brand creators and managers feel […]
My creative gallery on Behance – a start
Reading Time: < 1 minuteAfter much encouragement (and no small amount of help) from my friend Di, I’ve finally published a profile on Behance that shows work I’ve done as a writer. Nine projects are showcased so far. I’ll add more as and when. If you have a moment, please take a look. Anything I can help with, please let […]
Words always have a wider context
Reading Time: 2 minutes[youtube=http://www.youtube.com/watch?v=Hzgzim5m7oU] Perhaps you’ve seen this video about the power of words, perhaps not. The storyline itself may have been attributed to David Ogilvy, nevertheless, it is a powerful story that offers critical insights into how we should think about words and their influence in this age of storytelling. The clear intention is to demonstrate that […]
Don’t just provide reasons to buy. Change the reason for buying.
Reading Time: 4 minutesIt’s tempting when your product all but parallels that of your competitors to be drawn into a meaningless war: a fight for market share that revolves around devaluing (looking to price the other guy out), trivial pursuit (nit-picking on features in a bid to show technical advantage) or overshadowing (spending up large in mainstream media […]
Brand language is volatile
Reading Time: 3 minutesLinguists will tell you that language is constantly evolving and that a number of factors drive the speed and extent of those changes. Language changes as it is passed on; it adapts to movements in society and technology; it reflects shifts in social attitudes as a result of social, economic and political pressures. In the […]
Brand equity and its relationship to a good brand story
Reading Time: 4 minutesLike most people I’ve probably tended to silo the financial value that brands generate from the story they tell. Purpose, values and story defined a brand in my view; margin and financial worth were the outcomes of a brand well executed. More recently, I’ve been wondering whether in fact these items are not so disparate […]
How would you like your brand story to end?
Reading Time: 2 minutesBill Taylor has said that if your customers can live without you, eventually they will. Conversely, I’m fascinated by how so many industries will stick to business-as-usual for as long as they can before they have to change. In each case, the rules of supply and demand will at some point over-ride the sentiment of […]