We all have things we’re good at. We have our specialisms, our processes, our methodologies and our experience. There’s nothing wrong with that - in fact clients come to us precisely because of that expertise. The problem comes when those things become the answer before we’ve properly understood the question.

This isn't an argument against measurement, nor against purpose or values. They are all important. A business without principles risks becoming purely transactional and marketing without measurement becomes little more than guesswork.

There’s a huge difference between customers buying a product because they like it and customers feeling that their choice of product says something about who they are. At that point, loyalty moves beyond satisfaction and becomes cultural.

There’s an interesting contradiction developing at a point where organisations need stronger, clearer brands…

There’s a view that the job of an agency is to question…

Industrial and manufacturing businesses often view brand with a degree of suspicion…

Branding can often be mistaken for invention. Yet, the most effective strategies uncover value that often already exists…

'Get 'em Worn' was about much more than just a strapline or a visual language evolution…