There’s no feeling quite like being lost. The moment you look around and realise you don’t know where the hell you are is confusing and anxiety-inducing. When it happens in your brand, it’s the same - this is where your brand strategy saves you. Any good adventurer will tell you there are three things [...]
I've not been subtle in my assertions that branding is a journey, not a destination. And while it's important to keep exploring, you shouldn't forget to look back on your progress from time to time. Taking in what successes - and failures - you've had is crucial to your continued brand development and alignment. This [...]
It's not what you say - it's how you say it. I know, it's pretty cliché, but it's true. Especially when it comes to your brand voice. The voice is your herald, it announces your arrival. It has the power to inspire or extinguish, to praise or belittle. To create or destroy. It can [...]
Brand loyalty refers to positive emotions that consumers associate with a brand. It is a measurement of how likely customers are to return, despite competitor's efforts. The concept is nothing new but is becoming ever more important as clients have more choice. It's a constant struggle between brands, hoping to lure new customers while retaining [...]
An adventurer is often propelled into action by their quest. Whether it's destroying a magic ring, slaying a timeless evil or relieving a besieged village, the quest is what gives the hero drive. Quests and missions are drivers of purpose and great acts of heroism. They are the call to adventure, and are surprisingly common [...]
I'm a bit Chaotic Good. Most of you reading this are going to be utterly bemused by that statement, though I'd wager a small number are nodding sagely and know exactly what I mean. Chaotic Good is an alignment in Dungeons & Dragons. The alignment system is a way of determining a character's [...]