Competence is a hard language to learn
You know competence when you see it. But what about when you read it? Competence is a hard language to learn.
Your copy is camouflage
If your copy is driven by category conventions, it’s more than likely that your copy is camouflage.
Every message is garbled
The root meaning of garbled is sifted or sieved. On that basis every message is garbled and brand strategy is a coping mechanism.
Dealing with brand infidelity
You lose fidelity between what you say about your brand & what your customers feel about it. Brand infidelity. Brand strategy is how you cope.
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.