Language Barriers

Whenever we learn anything about anything we love to prove it. It’s only natural, especially if you’re enthusiastic. One of the ways we like to show we know something about something is to use the lingo. Acronyms, abbreviations, buzzwords and bullshit. If you read anything about marketing on or offline, every book, article and whitepaperContinue reading “Language Barriers”

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”

Trust

If I were to try and get you to sign up for a paid subscription service where you’d get regular, exclusive and high-value content, all written by me, you almost certainly wouldn’t. Why? Because I haven’t earned your trust – not least because I haven’t posted in over two weeks.* I haven’t built a solidContinue reading “Trust”

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”

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?”

Pick me

  It’s important for brands to differentiate themselves. We all know that. But why is it that ‘different’ often takes on the same form? To my, albeit non-expert, eye it looks like almost everyone wants to be “more”. More funny. More on-trend. More innovative. More open. More consumer-focused. More trustworthy. More of an expert. MoreContinue reading “Pick me”

Emotional impact

Every day I drive 1hr15mins round the M60 to work. It’s funny the patterns you start to see by doing the same journey on the motorway every day. When it’s dark in winter, there’s a game I play. The aim is to try and spot the headlights in the mirror and guess the make ofContinue reading “Emotional impact”

Show, don’t tell.

I once took an audio recording of myself doing terrible impressions to ‘show and tell’ at primary school. I must have been about 10 years old and I’d recorded it on a cassette on the stereo in my room. I’m not sure why I did it, but I did. I thought it was excellent. Unsurprisingly,Continue reading “Show, don’t tell.”

Try Something New

The other day I read one of Seth Godin’s excellent blogs on ‘overwriting‘. It’s the idea that we all tend to write in overly-complex language to make what we’re saying sound a little more true. Instead, it’s far more effective to ‘simply write and write simply’. As a frequent sufferer of ‘overwriting’, I’m going toContinue reading “Try Something New”