Browsing All Posts filed under »Branding«

How the hare wins: brand strategy for a fast paced world

October 15, 2016

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An IPA essay, challenging the doctrines of advertising. Every so often, you encounter an idea or an argument that profoundly changes the way you think. He’s my TL;DR summary of Charlie Ebdy’s “The Hare and The Tortoise“, an essay that inverts established doctrines in advertising, and shows how the things we think of as “brands” […]

Ideas to play with

April 12, 2016

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   I’ve been thinking recently about brands and brand ideas (as you do). It started with reading the essays from the IPA’s Excellence Diploma: approx. 7000 words on the topic of “I believe advertising is/should…”. They’re both well reasoned, and passionately argued explorations of how to better shape commercial identities. (Worth a look at the […]

Changing your mind (and behaviour) through behavioural economics

April 7, 2016

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Comms professionals all work in the persuasion industry. But recently, the science of persuasion has become a separate field in its own right. Thanks to business/marketing books like Nudge, the work of Julia Asscher and Rory Sutherland’s patronage, behavioural economics has hit the big time. It’s not just big businesses that stand to benefit, but governments and […]

Four oh four > FT Labs and their 404 split test

September 27, 2015

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Split testing humour and utility across 404 pages The clever chaps and dames at the FT have been split testing 404 pages. Not for any direct commercial gain but for the hell if it. But also for the brand. Because, as Craig Sullivan puts it, “web copy is the lens through which people experience the […]

Clarks as a luxury brand

May 22, 2014

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Lamb conduit street in Bloomsbury, London, is a mecca for menswear. Within 300 metres there are some of the best boutique fashion brands and independent retailers you’ll find in the city. It’s stylish and expensive, so you’d expect a few surprises of the fashion kind. Like the time I found a whole coffee-table-fashion-bible devoted to […]