Words

Putin and the brand of the authoritarian strongman

This week, politics took a turn for the surreal as US President Trump kowtowed before Russian President Putin in Helsinki. What is the allure of Putin? And why are we witnessing the proliferation of authoritarian leaders around the world? Looking behind the headlines, I saw unmistakable corollations between politicians like Putin, and powerful brands. Drawing this

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The selling power of trusted, familiar ideas

New ideas are hard to absorb. Especially today, when we feel besieged by a barrage of new. Our reaction, increasingly, is to duck and cover, hoping the storm will pass. I love marketing new ideas. But I’m also very aware of the fine line between ‘new and exciting’ and ‘new and terrifying’. If you want

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Inspired marketing: the manifesto brand

A focused brand brings simplicity and clarity to your marketing. Like a person, it tells you how it likes to dress, walk and talk. All you need to do is stay on track, and resist the urge to contort it into something new because you’re bored with success. But could your brand focus your entire

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Generate free LinkedIn business leads (The one coffee method)

I need to start this post with a confession: I use LinkedIn all the time to generate business leads for my B2B clients. It’s a fairly elaborate process that involves paid tools and enhancements. What I wanted to share today isn’t that. It’s actually the opposite. A fairly simple, free routine that’s enabled me to

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How to make your landing page your hardest-working brand tool

Long, long ago, in a time before landing pages, I used to build brand bibles for my clients. These ‘bibles’ were repositories of everything great and good about their brand, including: The brand essence – A short, pithy statement that captured their unique selling proposition in an elegant, imaginative way, The brand story –  A summary

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How to brand in the gig economy

A brand is, by definition, the equivalent of reputation – and in today’s gig economy, reputation is what enables solopreneurs and entrepreneurs to survive and thrive. But there’s a fly in the ointment: aggregators like Upwork and 99 Designs are all about finding gig economy workers for clients, and using their aggregator brand as the seal

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Tell a better story

A great story is more than entertaining and captivating – it can be the glue that helps you organize your information to create a more cohesive, coherent brand. There are plenty of story constructs you can use. When it comes to brand stories, the classic is: What the world was like before your brand The

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The trick to making infographics work

Infographics are the antidote to the data firehose. They break complex information into graphic bits, tie the bits together with arrows and circles, and assemble them in pictures so pretty you want to wrap your Christmas presents in them. Magic, no? No. Anyone who has tried to construct an infographic quickly understands it isn’t the

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