People tend to assume, understandably, that the hierarchy of deciding factors in choosing to invest in a product or service is something along these lines:
1 Cost
2 Quality/suitability
3 The people behind it all
But it isn’t. Read More
Remember when you were an impressionable kid, and you hung out with some new/older kids – maybe some fresh arrivals at school who’d moved from somewhere wild and exotic, like Peckham, or Shrewsbury? And they talked differently – they had different accents, and different names for snot or underpants?
Of the myriad things I lend my expertise to, being part of a brand overhaul is one of my favourites. Being there when the brand is aware it’s outgrown its current guise means everyone involved is receptive and excited. It’s a great opportunity to look more closely at the core character of the business, and find new and engaging ways to convey its unique propositions. It’s a chance to re-invent the cause, breathe fresh air into the look and feel, and sharpen the messaging to convey key themes more effectively.
Used effectively, words shape how people perceive us. What we say, and how we say it, helps us articulate who we are and what we stand for. As much as – if not more than – how we look and behave, it’s what we say and how we say it that defines us. As individuals, we use this to charm, persuade, reassure and convince people. Read More