The times they are a-changin. Don’t leave your brand blowin’ in the wind.

While businesses are desperately trying to re-route supply chains and re-calculate costs, it might seem odd to recommend that they also take stock of their brands. But businesses should be thinking about how their brands respond to change because your brand is a long-term commitment and goodwill provides protection in troubled times.

Market in poetry, Manage in prose

Many years ago, I had to present a weighty brand equity analysis to the Visa global brand team who were gathered in San Francisco. Before launching into the presentation I asked the room if anyone would like to hear a little Walt Whitman before I got going. One hand went up, which was all the encouragement I needed.

April is the beginning of the financial year for many businesses. The time when new budgets spring into action. Chief Marketing Officers and their teams will have negotiated allocations for tactical and longer-term activities. And many will be asking themselves the same nagging question - “are we spending enough on our brand”?

Good stories need good story-telling. In straining for currency and relevance many businesses are submerging their brands in a glub of industry-speak, watering down any potential differentiation.

How to make your brand relatable and memorable: The power of storytelling in humanising B2B brands and making technical solutions feel personal.

Thnk dffrnt: Don’t throw in the vowel.

Why differentiation is a key asset in competitive B2B markets

Head and Heart: How to Stand Out in a Rational Industry.

Why emotional branding isn’t just for B2C and how it can differentiate B2B companies in competitive markets.

Merger, She Wrote:

Why Crafting a Compelling Brand Story is Key to Creating a Unified Firm.

Professional services firms must integrate their brand identity as thoughtfully as their financials and data if they are to achieve lasting post-merger success.

Merger, She Wrote:

Why Crafting a Compelling Brand Story is Key to Creating a Unified Firm

Professional services firms must integrate their brand identity as thoughtfully as their financials and data if they are to achieve lasting post-merger success.

The System 1 report on the new Liberty Mutual Reinsurance advertising campaign rates it in the top 1% for effectiveness - with an exceptional impact on brand building and an excellent potential to influence short-term sales.

The era of the "single person, full-service agency" may be just around the corner.

If you want to see how a new brand or identity really stands up to scrutiny…check out its LinkedIn page

A brand needs to communicate both what it does and what it does differently.

Top Seven Takeaways from Campaign’s Year Ahead Briefing 2024

Invest in a brand in the right way and it will clear a path to business growth.

By changing the conversation, we’re helping GIN to demonstrate that better inclusion practices can address talent shortages, which drives much needed change and positively shapes workplace policy.

Only around 6% of people working in creative agencies are over 50. But within 10 years, half of all UK adults will be.

Creative Consulting’s Balancing Act