First person biographies
Third person biographies are incongruously formal. A first person bio is you in your words, authentic, approachable, and charismatic.
Fishing for chips
It’s no bad thing for a business to have a chip on its shoulder. It puts fire in the belly of the brand. For brand strategy, it’s good to go fishing for chips.
A brand is a strategy
A brand is a strategy. It should be a framework for making important choices. And not just the obvious ones about what to say and how to say it.
My values, three ways
Brand values should be specific and strategic. “My values, three ways” shows how to do this using me as a case study.
The coherent pitch (making sense out of ambiguity)
A coherent pitch is much more attractive to clients than an extraordinary but unbridled creative idea. Making sense out of ambiguity.
Spanner Amnesty
Inside every stakeholder there’s a spanner-chucker straining to get out. Use a Spanner Amnesty to imagine disaster and flush it out up front.
In praise of Umwelt
“I’m not taking your stupid test.” Umwelt describes what matters to a particular being. Appreciating Umwelt leads to better tests and better questions.
Getting your story straight
Some thoughts for the CEO’s of b2b and service businesses on getting your story straight. A vital component of brand strategy.
Chimps and champs
Brand values are like genes. They dictate attributes and behaviours. Humans share 98.8% of our genes with chimpanzees. It’s the 1.2% that make all the difference. The same goes for brand values.
