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Persistence pays off

Press release case study. When your story doesn’t get a bite, repurpose and go again A case study for making low times, high times. What makes a successful press release? It can happen to the best of us. There’s a good story just waiting to be told and you’ve got all...

The perils of purpose

When a brand uses purpose for both positioning AND to communicate social good, it often forgets about distinction and differentiation. Very few can pull it off. Patagonia did, IMHO. “Build the best product, cause no unnecessary harm, use business to inspire and...

UPSKILLING – if not now, when?

Nearly two years ago I did something which I spent over two decades advising colleagues, clients and friends to never do. I quit a job with no job to go to. It wasn’t something I planned (obviously) but it hadn’t been right for some time and it wasn’t getting any...

Some brands talk, others act. Which are you?

As another Black Friday takes the world by storm, I’m left to ponder – how do the sustainability goals of a brand stack up when it’s trying to shift as much product as humanely possible in as short a time period as is physically possible? How does that work? Just...

Unlocking a communications blockage

What to do when you’re stuck with a global brand proposition that doesn’t work.   Brand propositions should make local activations easier. Invariably they don’t. It’s the moment everyone’s been waiting for. The big reveal. The solution that’s going to make...

E-Niro, De Niro, schmiro

Kia’s new campaign falls short on so many levels. Here’s what I wrote for Creative Moment. https://www.creativemoment.co/kias-e-niro-campaign-falls-flat-despite-featuring-robert-de-niro