Where to focus your marketing brain
November 22, 2023
Why read this? : We explore key areas on which to focus your marketing brain. Learn how our marketing BRAINS model helps you do the right things to grow your business. Read this to learn
Apple
Articles and guides which refer to Apple, makers of the iPhone, iPad and other digital and tech devices. They’re an interesting challenger brand who go heavy on design and creativity, which is why they crop up in our content.
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To tell or not to tell your brand origin story
October 27, 2023
Why read this? : We explore the impact of telling your brand origin story. Learn when sharing it really works, when it kinda works and when it doesn’t. Read this to learn the role of
Logo evaluation – learnings from 5 famous logos
October 31, 2023
Why read this? : We use Paul Rand’s logo evaluation criteria to learn from 5 of the world’s most famous logos. Be inspired by the thinking and stories behind stand-out logos from Nike, Apple, Starbucks,
Branding lessons from brilliant books about branding
November 22, 2023
Why read this? : We share branding lessons from 3 great marketing books. Learn why brands must offer more than a functional benefit. Plus, what makes a brand charismatic and different. And the 6 key
It’s time for digital transformation to decline and die
September 4, 2023
Why read this? : We dig into digital transformation and explore why it’s past its sell-by date. Learn the real role digital should play for customers and in your business. Read this to learn why
Creating a more creative culture
November 6, 2023
Why read this? : We dive into the 3 key drivers of creating a more creative culture. Learn how to set up your business to boost creativity. Read this for practical examples of ways to
Finding your brand’s tone of voice
August 3, 2023
Why read this? : We look at how you create and use your brand’s tone of voice to build your brand identity. Learn from our brand book example of a tone of voice in action.
Planning for great advertising campaign ideas
September 7, 2023
Why read this? : We share the planning steps which go into great advertising campaign ideas. Learn when you need campaigns, and what makes them different. We also look at how you work with agencies
Using the Ansoff matrix for innovation planning
October 10, 2023
Why read this? : The Ansoff matrix shows there are 4 ways to grow your business. Learn the pros and cons of each, with real-life examples. We also share a case study of a business
The pros and cons of early adopters
October 12, 2023
Why read this? : We share what’s good and bad about early adopters. Learn why they’re such an attractive segment for new products and services. But also why it takes a lot of work to
Be a challenger brand in 2022
August 15, 2023
Why read this? : We look at what it means to be a challenger brand. Learn how to set yourself apart from the market leader. We share examples of brands which do this well, and
Find the best story types for your brand
October 13, 2023
Why read this? : Understanding different story types helps you tell a stronger brand story. We share the 7 most common ones, and examples of brands who use them. Learn which story types best fit