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Home Branding

Branding

Branding is the most misunderstood concept in marketing today. Despite what many digital and design agencies will tell you, a brand is not a logo and colour palette and a lame slogan. A brand is the combination of values and feelings your customer experiences when she sees or hears your brand name. A brand is created over time as new customers sample your product or service, or experience your customer service, and form an opinion of it. In short, you build a brand by getting people to try your product. You don't get people to buy your product by 'branding'.

Is your brand issue a company issue?

Is your brand issue really a company structure issue?

More often than we'd like to think, what is described as a problem with a brand is actually a problem with a company's structure....
Do I need new a brand?

Why new branding may be the last thing you need

They say a little knowledge is a dangerous thing. And this is especially true in the ludicrous mixed-up world of marketing and what they...
Are you getting your branding wrong?

Hi, I’m a really, really nice person…

Testimonials are a great way to communicate the fact that your company is manned by nice people. Why? Because they're (apparently) coming from someone...
marketing strategy

“If one does not know to which port one is sailing, no wind is...

  I am constantly amazed by how many companies spend a fortune on marketing without analysing whether the money they spend actually helps their business. As...
Can you build a brand without branding?

How Apple became the world’s biggest brand by banning the word brand

There's one marketing blog out there which, to me, is unmissable. It's called The Ad Contrarian and whenever you've had your head rammed full...
Copy or web content?

Has copy become simply space filler?

Last week, a client referred to a B2B sales letter I'd written as 'content'. As in, 'I'll see if anyone has any more comments...
Should your website show your product?

A website that doesn’t show your products?

I had a very interesting conversation the other day. I was chatting to a senior agency chap who was telling me about their new...
Are you getting your branding wrong?

The clowns have taken over

In the crazy, mixed-up, back-to-front and upside-down world that is advertising at the moment, creative directors will often comment on copy that’s been written...
pig sales hogwash

Does your online ad need a logo?

Does my online ad need a logo? Maybe it's not a question you ever asked yourself, but I was browsing some of the so-called...
brand response what it is

What the hell is ‘brand response’?

Brand Response. One of the newest manifestations of ignorance, stupidity and fashion that is sweeping through the marketing industry. In case you haven't stumbled across...