Staying loyal to brands

This is not just cold, objective decision making nor is it purely about emotive feelings; it is both. Our buy-in comes when a brand delivers what we want, meets our needs but to stay with a brand we have to go beyond the product and be happy, proud or connected in some emotional way to that brand.

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Brand storytelling

From a psychological perspective, stories are a fundamental way in which the brain organises information - in a practical and memorable manner. In other words, we are conditioned to processing stories in a natural way that promotional marketing does not achieve.

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Start-up branding

The first essential for any start-up is to create your brand from the outset. Sounds obvious but many businesses choose to focus on selling their product or service and worry about the branding later.

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Brand as the veneer on the surface?

So your brand is not a veneer, it is the heart and soul of your business, understood by your clients and prospects in a way that none of your competitors are perceived. Brands should be built from the bottom up, not added to the business as a bolt-on.