Brand positioning for new ideas There’s only one thing tougher than having loads of competitors: having no competitors at all. Although the presence of other brands similar to yours comes...
Read moreThe market, sadly, does not reward allrounders. When Andre Agassi was two years old, his dad taped a tennis racket to his hand so he could get in on the court, even though he was too young to...
Read moreWhy creative branding is about more than just creativity 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...
Read moreYou wouldn’t build a house without a hammer. You wouldn’t paint a fence without a brush. And, in much the same manner, many people wouldn’t develop a strategy without a...
Read moreBeing a modern Western person, you probably subscribe to a linear perception of time. What I mean by this is that you see time as a straight line, stretching into the future, along which you...
Read moreSpotting opportunities for brand differentiation that others can't see Nobody likes to think of themselves as a follower. A sheep. As someone who slavishly adheres to the rules and...
Read more“I would rather be governed by the first 2,000 people in the telephone directory than by the Harvard University faculty.” This quote from William F. Buckley summarises an interesting...
Read moreWhy brand purpose isn't what you think 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...
Read moreSuccess and effort, we're assured, are inextricably linked. There is no success without effort, and (short of some cruel misfortune) there is no effort without success. You want something?...
Read moreWhat lies at the root of all strategic thinking? Strategy is a word a lot of people have problems with due to its muddled usage over the years, particularly in business, however in essence its...
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