What’s different about you
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.)
How to say what’s different about you
How to find what makes you different. How to explain it so that everyone gets it. And remembers it. How to do this without all the usual branding bluff. This is what brand consultancies call your ‘brand essence’ or ‘big idea’. Whatever you call it, we’ve explained the steps to writing down why you’re different [...]