Are you ready for the truth?

Are you ready for the truth?

I get a moment of fear at the start of a customer service training session. A moment when I take a deep breath, cross my fingers and hope to hell that what comes out of my mouth will persuade the guys in front of me. Of course, if I’ve done my job right, there’ll be...
Bringing your brand strategy to life

Bringing your brand strategy to life

How do you reflect your brand’s personality (when you’re not sure what it is)? Very few organisations manage to express their brand in a way that excites – or at least so ordinary mortals (ie non-marketers) can relate. Compared to fields like toothpaste,...
What’s brand personality?

What’s brand personality?

I was trying to explain brand personality to my 13-year-old son yesterday. It was hard. Either I couldn’t explain it or he has the attention span of a gnat. That’s probably a little unfair, as he successfully live-streamed 3 hours of gaming to YouTube the day the...
Two ingredients of a good brand

Two ingredients of a good brand

Bringing a brand to life with language We’ve all flown with budget airlines. We all gripe about them too. Cheap and sometimes not so cheerful. Cheap because they cut back on the creature comforts. You get a seat and that’s it – everything else you have to pay for. But...