Behavioural Change
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 – getting it right
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...
Build a stronger brand: 10 charts for a better business
#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. It's an 'and...
Brand Building and Positioning
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...
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...
19 Crimes named UK’s favourite supermarket wine
Such good news to start the week to. 19 Crimes was a great brand to work on and another example of where, sometimes, global positioning doesn't quite work for local markets. Four weeks of analysis and diagnostics identified how and where local markets could...
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...
Sentient shortlisted as EMEA New Consultancy of the Year 2020
Prestigious recognition from PR industry leading body, PRovoke, formerly the Holmes Report. “It’s not every new agency that can claim a business the size of Marks & Spencer as its founding client, but that was exactly the case for Sentient, set up by Daniel...
Electrolux & AEG choose Sentient for EMEA brief
The agency will be supporting the Swedish home appliance brands across Europe with strategic, integrated and creative comms. LONDON — Electrolux has appointed Sentient Communications on an EMEA brief to oversee strategic, integrated and creative...
Our thanks to PR Week for covering our wins
Sentient wins Electrolux and charity briefs Strategic consultancy Sentient Communications has added two new accounts to its growing roster: Electrolux (below) and The Cure Parkinson’s Trust (CPT). Sentient will support the Electrolux and AEG brands across EMEA, in...
Electrolux and The Cure Parkinson’s Trust appoint Sentient
Strategic consultancy, Sentient Communications, has added two new accounts to its growing roster: Electrolux, AVIDA Global and The Cure Parkinson’s Trust. Swedish multinational home appliance manufacturer, Electrolux, has appointed Sentient to support both...
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...
London Resort signs renewables deal with EDF Energy
Long-term partnership will see EDF Energy deliver renewable energy for next generation, global destination entertainment resort opening in 2024 All the energy needed by the park will be generated onsite with low- carbon and renewable technologies such as solar...
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...