Archive for May 2017

5 ways a workshop will give you a better brand strategy An intriguing question from a client prompted some introspection this week. I was planning to use a workshop to kick off a naming strategy for a brand you’ll know well. This client had had three other proposals but we were the only team suggesting…

Why you shouldn’t base your brand strategy on insight (alone) Classical marketing is about understanding customers, spotting a group or segment who have a need that’s not being met, then designing a product or service that fills that need. Marketers have been taught this way for decades and it’s what I learnt on my CIM…