by Ben Afia | Apr 6, 2018 | articles, brand strategy
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...
by Ben Afia | Dec 1, 2017 | articles, brand strategy
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,...
by Ben Afia | Jul 28, 2017 | articles, brand strategy
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...
by Ben Afia | Jul 5, 2017 | brand strategy, video/audio
In Hollywood, where stories have to be big, the writer who creates the most unforgettable characters is king (or queen). That’s why the canniest screenwriters look to myths for inspiration, because they’re built round characters that have stayed compelling for...
by Ben Afia | Jul 5, 2017 | brand strategy, white papers
We’ve found that thinking about brand personality is a handy way of helping companies understand how they relate to their customers. And nobody builds better personalities and characters than Hollywood. So we’ve taken a look at how Hollywood character...
by Ben Afia | Jun 23, 2017 | articles, brand strategy, tone of voice
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...
