The work begins with a brand workshop —an explorative and revealing process to help you articulate your brand and why you're doing it.

With that sorted, we can look at how you use that intent to grow without falling into the dreaded

“MARKETING TRAP”
 
—acting formulaically instead of having a more instinctive manifesto for YOUR brand.

A manifesto is your brand strategy. This always varies by brand; each brand has its conundrum, regardless of its size.

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For example:

 

BRAND CONUNDRUMS I'VE HELPED SOLVE

 

The brand grew organically and didn't make sense as an organisation; fans struggled to navigate interactions, getting lost in silos. 

 

My favourite projects are post-rationalising brands to give them a formal framework for growth —without losing their organic, sincere feel. I'm an advocate for

 

"DOING SOMETHING BECAUSE YOU HAVE THE URGE TO DO IT, INVENTING THE REASON LATER."

 

As Tony Wilson once said.

 

I also work with brands after they've been through the

 

CULT TO COOL TO COMMERCIAL LIFE CYCLE.

 

The strategy here is to reconnect with the brand's original intent and core fans whose support keeps things credible no matter how large the brand becomes.

 

And I've worked with brands that lost the additional value they brought to people's lives—they stopped introducing fans to the new and exciting stuff. The fans got bored.

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So we introduced fans to something unexpected they didn't know they would like.

 

This made them sit up and retake notice.