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.
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.
Brand Purpose has its place
Purpose has its place. But that place might not be brand marketing. An examination of brand purpose from all angles and first principles.
Tone of voice: a very important waste of time
Getting tone of voice right is essential. But trying to precisely define a tone of voice is a waste of time. Tone of voice is a low resolution concept.
Values as culture as strategy- a case study
Summary Once upon a time I was Planning Director at a now defunct digital marketing agency called Blonde. Our values were Flair, Action, Rigour. We chose those values as a strategic remedy for growing pains in the business. We defined them to affect a shift in culture, underpinned by some …