Be what your customers are not
Occasionally I’ve seen it noted that the more normal, safe, and suburban someone’s life, the more gruesome and unpleasant the novels they like to read. There’s a great line in the sitcom Peep Show where socially awkward Mark thinks to himself: “Look at me; I’ve got a girlfriend. A proper girlfriend reading a best-seller about […]
If in doubt just be weird
A rotting lion carcass, being devoured by bees. I was surprised to learn the other day that this is what is depicted on the logo of Lyle’s Golden Syrup. Not exactly what most would consider appetising, but it does have a certain logic to it. The origin lies in the Biblical tale of Samson, who […]
The targeting paradox – why the best brands appeal to almost nobody
If I was going to recommend just one piece of research to my clients – or indeed any business – without hesitation, it would be this: Find out who buys your product. It’s a fairly common theme for research, but even so, I’ve found that surprisingly few brands have a good handle on it. Pretty […]
Nike and the concept of “cultural innovation”
When I want to make a point about strategy, I often refer to a famous brand in order to do it. So does everyone of course, and because there are so few brands out there who are strategically interesting, the same names always get repeated. To be honest I always feel a bit embarrassed to […]
Why are startup brands so boring?
All startup brands are the same. This was the implication of a Bloomberg article about the rise of what it called “the blands” – the army of VC backed DTC brands you see everywhere exemplified by the likes of Casper mattresses, Harry’s razors, Allbirds, and Brandless. I’ve been thinking a lot about that idea, so I […]
A definition of insight that’s actually useful
Really you’ve got to feel sorry for insight. This poor little word is so abused and misunderstood that it’s a wonder that it’s managed to survive this long. But then perhaps that’s its strength? It’s so nebulous that it can mean whatever you want it to mean – and nobody understands it quite well enough […]
Beyond success: the anatomy of greatness
Consider the gap represented by these comparisons: HP vs. Apple James Milner vs. Eric Cantona Avatar vs. 2001: A Space Odyssey Wladimir Klitschko vs. Muhammad Ali In each case, you have two things that are both incredibly successful, and yet the latter examples possess a quality that the former – even if they’re more successful […]
Before You Rebrand, Read This
Rebranding is one of the most disruptive, expensive, and significant exercises any business can undertake. And you know what? Generally it’s a complete waste of time. This isn’t to say that most businesses don’t need to improve their brand and brand strategy – they do. It’s just that when they do it they normally go […]
How aggression creates iconic brands
Of all the things a business can aspire to, there is one I believe that outstrips all the rest: to be a case study. Case study businesses are those that other businesses return to, again and again, as a benchmark for how things should be done. Case study businesses are taught in MBA programs, cited […]
How moral posturing killed brand purpose
Nobody is more dangerous than people who think they’re the good guys. Every great atrocity of human history was fuelled by people utterly convinced of the righteousness of their cause. We might remember them as villains, but in their time it’s unlikely they were alone in seeing themselves as heroes; their cause just, and their […]