by Ben Afia | Oct 9, 2018 | brand strategy, culture, tone of voice, video/audio
Way back in the mists of time, around 2005 I think, I was finishing off E.ON’s brand tone of voice guidelines and we were talking about how to get them rolled out. E.ON asked me to do some training.
I’d never delivered training before but I agreed and figured I’d...
by Ben Afia | Aug 24, 2018 | articles, brand strategy
Yesterday I asked Facebook whether my move from iPhone to Android today would be a disaster or heaven, given I’m a Mac user. A healthy debate ensued, encouraging lovers and haters on both sides. And that’s what brands should do – inspire fanatics and...
by Ben Afia | Jul 6, 2018 | brand strategy, white papers
We help companies to be more human. So we’ve recently turned to the writings of psychologist Carl R Rogers to help us think about just what this means. Carl had seven different stages of becoming more human, based on his therapeutic experience. We’ve used these to...
by Ben Afia | May 18, 2018 | articles, brand strategy
We love Really Useful Boxes. They’re really useful. You can get them in loads of colours, not just bog standard office grey. You can get transparent ones so you don’t have to look inside when you’re trying to remember where you put something. The lids stay on with...
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,...
