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Brands Should Behave Like an Intuitive Operating System
An operating system is only as useful as it is intuitive to users and only as relevant as its latest update. In our world, the same logic of continuous software iterations and upgrades that fix...
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Brands Should Behave Like an Intuitive Operating System
An operating system is only as useful as it is intuitive to users, and only as relevant as its latest update. In our world, the same logic of continuous software iterations and upgrades that fix...
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Three People Laughing in Front of a Computer: A Tale of Team Stock Photos
Stock photos are a popular choice for startups looking to establish their brand. With a vast selection of easily accessible photos, companies can save time and money by finding an image that tells the...
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Being Everything, Everywhere, to Everyone Isn’t a Strategy
In advanced economies, even ones that are wobbling a bit, where supply outstrips demand and heterogeneity abounds, you must pay close attention to your customers’ needs and slice and dice the market...
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That Client With The Biker’s Jacket: A Brand With Influence
The brutal reality is that companies do not create brands, consumers do. Consumers give a brand value by forming views and expectations of it. Brands can increase or decrease that value by reinforcing...
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Brands of Paradise: Welcome to the Age of Salience
Bickering aside, marketing professors generally agree that you need your brand to be famous. In marketing terms, the word is ‘salient’: the quality of being particularly noticeable or important....
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When It Comes to Marketing, Doing Something Is Always Better Than Doing Nothing
We are all familiar with the Henry Ford quote that “stopping advertising to save money is like stopping your watch to save time” but, in the face of huge uncertainty, cut-backs and cautiousness,...
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A Creative Director’s Guide to Giving Better Creative Feedback
As any Creative Director knows, there are times when I have to give constructive feedback to creative people about their work. Similarly, I have been receiving end-of-creative feedback my entire...
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Why Does a CEO Need a Personal Brand?
Building a personal brand has many benefits, especially if you are a CEO. By doing so, you can show your expertise and enhance your reputation in the professional community, which is not only good for...
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AI Has Entered the Creative Department, What Role Should It Get?
Some say AI will inevitably replace knowledge workers. Others say it will revolutionise our industry in ways we can’t yet imagine and others dismiss it as an overhyped trend that’s best left alone.
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For Many Brands, Inclusivity Isn’t Always the Path of Least Resistance
Brands routinely laud inspirational women, famous women, and women just like us. After all, women make the majority of household consumption decisions. Why not make them the hero of the brand story?...
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Brian Collins: The Brandingmag Interview
Brian shared his perspective on the power of language in all facets of our world, from religious architecture to brand discovery, and illustrated his view of design as “hope made visible”. He pushes...
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Don’t Ask Your Audience to Think, Feel, or Do. Ask Them to Remember
We’ve become so obsessed with driving immediate metrics that our ability to create memories falls aside. When brand builders create advertising that responds to a think/feel/do prompt, they ignore...
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What’s the Secret to the Optimal Omnichannel Approach? It’s Really About One...
Brands are spoilt for choice when it comes to developing their unique marketing mix. However, like staring down the wrong end of a buffet and finding you’ve overfilled your plate (we’ve all been...
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How Curiosity Will Strengthen Your Brand Leadership
Albert Einstein once said, "Curiosity is more important than knowledge." Do you agree? He also claimed to have no special talents, and that he was just passionately curious. Curiosity is not a step in...
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Branding’s Enduring, Unhealthy Relationship with Kitsch
Whether you’re a consultant or a client, we’re all complicit in an approach to branding that often amounts to toxic positivity at an organisational level. The more prepared we are to ask questions of...
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Losing Relevance? Changing Your Brand DNA Might Not Be the Solution
Even the most well established or historically successful brands can lose relevance. It happens to the best of them. Loss of focus can be one of the reasons, as can a headstrong leader whose latest...
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Brand Strategy Spoilers: Getting Beyond the B.S. of ‘Experience’
The ‘Exploratory’ driver is deeply ingrained with an experiential approach to navigating the world and making decisions: exploring to discover new experiences using all five senses. The word...
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An Emotional Approach to Range Segmentation Can Unlock Your Brand’s...
If segmentation is only considered on a rational and very functional level, brands can miss a brilliant creative opportunity for storytelling. Ranging strategies that bring together product type and...
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Beat the Competition by Inspiring Sports Participation, Not Perfectionism
The pressure to be the best has made sport, a world that should be welcoming and inclusive, increasingly removed from people’s day-to-day lives. The human impact of a culture that idolises a level of...
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