Monthly Archives: September 2013

Overcoming the Fear of Branding, Part 2

Helping clients overcome the fear that branding will somehow ‘cheapen’ their product. (I have borrowed this image from Saatchi & Saatchi’s mostly failed concept of ‘lovemarks‘: brands that go beyond loyalty into passionate emotional attachment. Lovemarks never really got off…

Overcoming the Fear of Branding, Part 1

Emotional attachments to brands has become a lot more acceptable.But many small business owners are still sceptical.  In my opinion, one of the most significant developments in communications in the past 15 years is the widespread acceptance of the notion…

Branding: Inside Out or Outside In?

Do great brand stories come from within – or from focus groups? The other day I had lunch with a big-budget marketing consultant and we got to talking about one of his clients. “I spent most of last week in…

The 11-Question Marketing Strategy

  You know you need some marketing.  But where do you start? These days, most of my work is with small-but-fast-growing brands, like this and this. I spent the first 10 years of my marketing career working with big brands,…