At first glance it looks normal. It looks like a line. It sounds like a line. It reads like a line. Kind of. Because it isn’t normal at all. It’s been brandified. ‘Find your happy’. You can see how they got there. Rightmove is all about finding a home, but research probably told them that […]
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No, I don't want to see your brand dodecahedron
Brand strategy has puffed itself up to be so important it’s put on a pedestal, and it’s high time we knocked it off. Let’s drop the diagrams and faux-strategy once and for all. We’ve all been there. Brand presentations that take about three-and-a-half days to go through. The first part often goes over that particular […]
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 […]