What’s different about you
Who wrote it? I did.
We’ve noticed something. Behind a lot of brands with good writing, there’s a founder who penned the words themselves. Someone who had a clear idea of what they wanted to do, knew who they wanted to be and how they wanted to sound. It goes to show that good writing and clear thinking are one [...]
It’s the little things. Our words for Carluccio’s.
Butter, not margarine. Figs straight from the field, dried in the sunshine and filled by hand one at a time. A cake that takes 36 hours to make. ‘Snowflake’ meringues, wrapped in wax paper, by hand. The yeast master who look after the natural yeast, 365 days a year, when everyone else goes home… So [...]
Molton Brown via We All Need Words.
Exotic ingredients from all over the world but made in London… we’ve summed up Molton Brown’s brand for them:
What’s the big idea?
Branding types love to talk about ‘the big idea’: a thought that makes you feel differently about something or see things in a new way. But most so-called big ideas aren’t really that big and they don’t have much of an idea behind them either. It’s much easier to come up with touchy-feely slogans than [...]
When small independents learn big companies’ tricks
As of today the contents of my fridge have changed. Bye-bye big name labels and uniform vegetables. Hello real food delivered from local shops by Hubbub. If you haven’t come across them already, Hubbub is roughly what you get when you cross the good bits of buying local with the convenience of ordering from Ocado. [...]
An open letter to Sir Richard Branson
Hello Richard, A lot of newspapers this morning are talking about how you’ve bought Northern Rock for a bargain price at the expense of us taxpayers. We’ll grumble to the chancellor about that. But seeing as you (and some private equity suits) have bought it, we hope some good will come of it. Richard, this [...]
Ah, now we get it.
Take a brand, an ‘insight’, some half-baked positioning and a crowbar. Put them together and what happens? This…
NatWest has commitment issues
We will aim to. It’s the number one cop-out favoured by over-cautious lawyers, scaredy cat copywriters, and commitment-phobic executives the world over. So it’s a bit surprising to see it’s got a starring role in NatWest’s latest campaign – ahem – Our commitment to becoming Britain’s most Helpful Bank.
Ten branding clichés
‘I know everyone says this but…’ Here are ten things we’ve heard brands say umpteen times. (And a bit of advice at the end to help to you say something that’ll make people sit up and listen.)