Blog

Building A Brand In Recession

This is a summary of a presentation I gave at Media and Marketing’s Advertising in the Recession conference last December. Essentially, nine months later little has changed in how Banks advertise and it makes me wonder whether they really have got the message.
Recession is used as the big word to explain why things are bad [...]

Are you a fox?

We all exhibit animal tendencies from time to time, and occasionally they are reflected in how we operate under different conditions. Stress, uncertainty and panic evoke certain reactions, as do joy and euphoria. When things get difficult some people, just like an ostrich, put their head in the sand and hope for the best. Some continue to be bold, and while being a lion may lead to over-confidence, being a bit foxy can help make the most of opportunities in difficult times.

The difference between BRAND and BLAND

Building a brand is about focusing on key objectives and then delivering consistently against those objectives. A brand is so much more than a name – it’s about meaning. A failure to communicate meaning is the difference between brand and bland.
A brand that resonates strongly with its target audience is a belief system. It [...]