Not everyone is going to care

One of the questions often thrown out during discussions about any business or comms idea – normally by those who claim to ‘speak for the consumer’ – is ‘does anyone care about this?’. It’s a fair question. There is no point pouring money or time into a project that no-one else cares about. But surelyContinue reading “Not everyone is going to care”

Hearts not eyeballs

Organic reach. Paid reach. Impressions. Retweets. Presence. It’s all overrated. Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this. The first is that only a fractionContinue reading “Hearts not eyeballs”

Tearing up the rulebook

Over the last week, I’ve been thinking through a few problems related to a couple of projects I’m working on. It’s surprising how often my ideas on potential solutions have changed. My first reaction to almost any complex problem is usually to be a revolutionary. Everything is broken. Let’s start again. I must implement change.Continue reading “Tearing up the rulebook”

Creating a culture of meaningful work

If there’s one thing the world’s not, it’s ‘simple’. Yet we’re so often guilty of trying to make it that way. We’re always on the lookout for that ‘thing’ that seems to explain away all complexity and confusion. If only we could just do ‘this’ or understand ‘that’ better, everything would be an absolute breeze.Continue reading “Creating a culture of meaningful work”

Show up early

Everyone knows the saying. Trust is earned, not given. This is true. But how exactly do you earn trust? The most obvious way is by sticking to your promises. Say you’ll do something? Do it. Say you have a set of principles? Stick to them. Say something is important to you? Prove it. I’ve talkedContinue reading “Show up early”

Nobody gives a s**t

The other day I read something in the brand and marketing Twittersphere that went something like this: “The only people who care about brands are the people who work on them – no-one else gives a shit. If a brand disappears, the world will just go on as normal.” There is an element of truthContinue reading “Nobody gives a s**t”

‘Go play football’

In football, it’s well known that a manager’s philosophy has a big impact on the success of a team. Asking a team of individuals to pull on the same coloured jersey and just ‘go play football’ without any direction – an idea of how, why or what’s expected of them – rarely works. This pastContinue reading “‘Go play football’”

Why bother with a brand?

It makes things easier to sell. You might have something niche that on its own isn’t easy to shift. A brand with a story, that makes the effort to connect with the humans who are willing to listen, turns your niche product into the complete package. You might have something everyone wants to buy. Great,Continue reading “Why bother with a brand?”

Let me explain

I don’t write this blog to try and appear like a high authority on brand strategy. That would be entirely false: I’m not, and you know that full well*. I do it because I have something to share that I’ve found interesting. This is why context is so important. Yes, I write semi-regular articles thatContinue reading “Let me explain”

Clearing up ‘brand purpose’

If you’ve never heard of the Cannes Lions festival, I don’t blame you. But, it’s this one week a year in the south of France where the great and the good of advertising and marketing industries get together to pat each other on the back, schmooze, and mull over the big talking points of theContinue reading “Clearing up ‘brand purpose’”