Brand Insight, Brand Naming
The Lost Art of Brand Naming
Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.
Brand Insight, Brand Architecture & Naming
Does Your Business Need a Sub Brand?
This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.
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.
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.
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.
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.