Helping B2B understand why it should invest in brand
I think that outside the realm of B2B marketing, clients generally have a poor understanding of brand and why they should invest in it. I also think that’s because we (agencies) do a bad job of explaining why.
ESG has a brand problem
We don't claim to be experts in ESG but we do know a thing or two about brand. And as more and more clients come to us with projects that include an aspect of ESG, we’re seeing the two worlds collide.
B2B Tech Firms must dig deeper to differentiate
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Good to know, Market Research, Trends & Innovation
Why the status quo is the real competition
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat.
Good to know, Website Management
Tips for a good brand homepage
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.
Good to know
Tips on how to run a brand workshop
I had an experience recently that forced me to boil down the essence of a brand workshop to its constituent parts, so that we could be through it in an hour. This wasn’t particularly easy, given that we usually run these sessions over a half day period.
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
Brand Insight, Foundations
Setting out your Brand Mission
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Brand Architecture & Naming, Brand Strategy
Why Brands Need a Serious Brand Strategy
When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.
Trends & Innovation, Brand Guardianship
How brands can make their ESG meaningful
ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.
Brand Insight, Brand Definition, Foundations
Creating the vision for your brand.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
The Purpose of Personas
At some point in a brand project, we’re faced with a persona. These can have many names, marketing/buyer/user persona, but they are usually a one slide archetype that represents an idealised customer.