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Behaviour change approach The need for behavioural change is everywhere. So why is it still so misunderstood by brands? 1977. A year of strong memories for me. Joining in the street party celebrations for the Silver Jubilee. Feeling the heartache of millions at the...
PR agency brief Finding a PR agency who will deliver a successful PR campaign for your business can be tricky and time-consuming. Agencies will make promises in their pitches, but not always deliver. You pick the wrong agency and your business suffers, and you are...
#1 – Emotions yield stronger business results. A constant thorn I get from communications and marketing professionals is the total, unyielding organisational focus on the product. Sales over brand. Rational over-emotional. It shouldn’t be an either/or....
Brand building and positioning are key to driving business performance. So, what stops everyone from doing it well? Read on for common pitfalls and solutions to increasing brand power and revenue. Brew Dog. Hard to argue against them being the brewing and marketing...
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...
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...
