Good to know, Brand Guardianship
Brand Guidelines: How to get the most out of them
When executed well, a brand’s guidelines are an essential tool that facilitates consistent and effective application of its visual identity. The problem is when they’re not done well, they do the exact opposite.
From Frivolous to Fruitful: Agency Challenges in Promoting B2B Brand Characters
We recently had an agency debate about which brands had the best brand character. Over the course of a week, we voted on different options and Captain Birdseye won. (A fine choice, don’t you agree?)
Does evolving your brand always mean changing your identity?
The short answer is no.
Good to know
The Power of Simplicity for B2B Tech Brands: Less is More
Exploring the why and how of B2B tech's fear of simplicity
Brand Architecture & Naming
What to do when your sales team stop selling
Let's start by setting the scene with a couple of assumptions.
Good to know, Brand Insight, Brand Strategy
Why do Private Equity firms ignore the role of brand in creating value?
This is the question that’s been keeping me up at night. I’m slightly scared to ask it publicly, but I’m genuinely struggling to answer it.
Brand mistakes made by B2B Tech firms
These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.
Good to know
Reflections on a 10 year client partnership
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
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.