The Way

Lessons in strategic thought

Brand “purpose” has been hijacked… by Keith Weed

This piece first appeared in Campaign.  They say that with great power comes great responsibility. This is clearly something Keith Weed takes pretty seriously. In the same week that his "great...

When it comes to selling, facts are good, emotions are better – but emotional facts are dynamite

Essentially there are two ways that most brands approach advertising. First we have the “rational” approach, the approach which seeks to sell with a reasoned argument using the features and...

A business should be a creative brief

A creative brief - for those lucky enough to have never worked in marketing - is a document that advertising agencies give to their creative teams to prompt them to create exciting, on-message...

How to write a tagline that transforms a business

The formula for creating a business that will succeed in today’s post-advertising marketing is pretty simple. Firstly establish a coherent purpose for your business (and contrary to popular...

Do marketing departments stand in the way of great marketing?

This piece first appeared in Management Today. Type Coca-Cola into Google and you get 160 million results. Being extremely charitable, Coke probably didn’t create more than 1% of that...

Panel announced for “Make interesting companies” event

We're now less than a week away from "Make interesting companies, not interesting advertising", so we just wanted to send you a quick update on the great panel of business founders we have lined up...

Come and learn why people don’t think advertising is necessary anymore

A new piece of research by Basic Arts has revealed that the UK public now believe advertising to be unnecessary for “great brands”; something they proved by voting Lush cosmetics - a business...

How do you predict trends after one of the most unpredictable years?

This piece first appeared in Campaign. So, that was 2016. Not exactly a great year for fans of the status quo. Chances are you saw a few things you regarded as unimpeachable fact burned to the...

Has the internet made advertising redundant?

This piece first appeared in Campaign. Type Coca-Cola into Google and you get 160 million results. Being extremely charitable, Coke probably didn’t create more than 1% of that information,...

Basic Arts speaking at Shoreditch House

On Monday 24th of October at 1pm Basic Arts will be hosting an event at Shoreditch House, covering advice on how to build an interesting company.  Here's the synopsis: We all know that today...

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