The Way

Lessons in strategic thought

The art of changing nothing

The most difficult (and often effective) strategy for any company to master is this: changing nothing. We all suffer from an almost irresistible urge to tinker. To be active. To keep things...

How not to sell to retailers

This piece first appeared with Young Foodies, a community for the UK's up and coming food and drink brands. Generally speaking there are two ways for a young CPG brand to impress a...

When great design is bad

New York designer Vincent Fileccia has recently undertaken an interesting project I thought worth sharing. In it, he took various iconic consumer business logos and redesigned them using the...

The myth of visionary leadership

Very successful people tend to be surprisingly ordinary. The average millionaire entrepreneur you meet will tend to be highly competent, no question, and generally fairly talented in...

Incoming: a Basic Arts TEDx

I'm very happy to be able to say that I'll be participating in this year's TEDxFolkestone (yup, they have one there - it's all going on down the South coast). The talk will present the idea...

Forget “purpose”, do this instead

Nope. A sad fact of life is that even the best ideas will often get warped and simplified to the point of uselessness. As concepts pass through the public consciousness, people will inevitably...

Why new brands need to be less ethical

You may have heard Voltaire’s phrase “the perfect is enemy of the good” - often used in a business context to essentially mean “just get it...

A shortcut to good strategy

It has been said that the true competitor of a Harley Davidson is not a Yamaha, or a Honda, but in fact a conservatory. Within this quip lies the most fundamental of strategic truths; one which...

NEW PUBLICATION: Make companies without competitors

Following the success of the previous Basic Arts publication Make interesting companies, not interesting advertising, I'm delighted to announce the follow up Make companies without...

Gillette the latest brand to succumb to the “marketer’s fallacy”

If you’re reading this, two things can be assumed: You have seen the new Gillette ad You have an opinion on the new Gillette ad Now, for our purposes here what that opinion is...

To chat with a member of our team about Brand Echo, please fill in your details below and we'll get back to you shortly.