Brand Insight

Brand Thinking

Does evolving your brand always mean changing your identity?

The short answer is no.

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.

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.

Brand Insight

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 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.

Brand Insight

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.

Good to know, Brand Insight

What is Brand?

We've done many, many articles in this journal on how we see brand working in your business. From how it manifests itself in content to the need for strong brand architecture, we've covered many bases.

Brand Insight

Target markets: defining who you’re really talking to

Every once in a while, I’ll read a brief and stop in my tracks when I get to the target audience section. I can’t help but think, “you think you know… but you have no idea.”

Brand Insight, Brand Strategy

Why Are All Whisky Brands The Same?

In our time as a brand firm, we’ve done our fair share of work in the whisky sector. And the one thing that has been consistent across it has been that all the brands seem to be saying more or less the same thing.

Good to know, Brand Insight

Can’t Buy Me Brand Love

So, Aladdin gets into the cave and finds an old lamp. Aladdin rubs the old lamp to give it a wee clean and out pops a genie. A fucking genie. Genie has three wishes that he can bestow on Aladdin...

Brand Insight, Market Research

Brand Research Tips

Research. It’s a polarising topic. Rarely do we see research apathy: you either love or hate it. If you love it, chances are you’ve seen the value – it’s given your brand clarity or strengthened your marketing strategy. But if you hate it...