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Branding Essential Guides

June 30, 2009

Essential Guide to Building A Better Brand – Lesson 6: Nature or Nurture?

‘It ain’t over ‘till the fat lady sings’. Or, to use the phrase in its original form, ‘The Opera ain’t over ‘till the fat lady sings.’ Although, to be fair, the context for this now famous line was from a sports commentator (Dan Cook in 1978) during a close run basketball game so it’s not really an operatic term, it’s a sporting reference. (more...)

 

June 24, 2009

Essential Guide to Building A Better Brand – Lesson 5: Publish and be Damned

Launching or re-launching a brand on an unsuspecting public is a trying time for the marketing department. But it’s just one of many trying times in the marketing department and as long as you don’t shoot your load too early, everything should work out. (more...)

 

June 20, 2009

Essential Guide to Building A Better Brand – Lesson 4: Forget the product

You know that sinking feeling you get when you ask someone how they are… and they actually tell you? Like you really needed to know about their haemorrhoids in all their graphic and somewhat unsettling, weeping detail? Right. Well, that’s what it’s like when the focus of your corporate communications is the product or service that you’re ultimately selling. (more...)

 

June 15, 2009

Essential Guide to Building A Better Brand – Lesson 3: The Me, Me, Me Pig

It’s a damning but wholly unsurprising aspect of human nature that we like talking about ourselves. Probably too much, but almost certainly as often as possible. “How was school today munchkin?”, “What did you do at the office dear?”, “How’s your day been?”, “How are you?” In ancient Greek mythology, pretty-boy Narcissus famously spent his time gazing at his own reflection, then died. I shortened that tale a bit there because the Greeks did go on and on, but you take the point I’m sure – looking at or after number one is no new thing. (more...)

 

June 10, 2009

Essential Guide to Building A Better Brand – Lesson 2: The customer is always right

There’s an age-old philosophical debate that goes something like, “If a tree falls in the woods and there’s no one there to hear it, does it make any sound?” Well of course it does. A tree makes all kinds of noises when it falls down. Crash, bang, wallop. Everyone knows that. They had some serious bloody dumbasses in those days. (more...)

 

June 5, 2009

Essential Guide to Building A Better Brand – Lesson 1: It’s just a badge, isn’t it?

It was all so easy back in the old days when I was a lad. When I was growing up (as my 6 year old daughter was quick to point out…) we apparently didn’t have lights or toilets or taps or chocolate buttons. And we sure as hell didn’t have ‘brands’. At least, not in the same way we have today. (more...)