by | 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 | 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 | 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...
by | articles, brand strategy
I’m updating a client’s tone of voice guidelines at the moment, based on their brand values. And to make sure they’ll work for everyone who’ll use them, I’ve been meeting all my client’s agencies and internal teams to find out what they all need. This week I...
by | articles, brand strategy
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...
by | articles, brand strategy
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...
