September 28, 2017

Every brand makes a promise. A promise to do something for people. Functionally, emotionally, ideally both.


If it delivers on that promise, you have the basis for trust. If it doesn’t, you don’t. Simple.


So beyond that, why does a brand need a purpose?


Not long ago, the debate in marketing was about what the word actually meant. Plenty of people...

September 14, 2017

Customer-centricity is the kind of word that gives marketing a bad name.


Firstly, it’s seven syllables long. Not many of those in daily use. Irreversibility. Unconventionality. And this is harder to say. You almost have to take a run-up.


Secondly, it’s a horrible, horrible bit of jargon, designed to repel ‘normal’ people from any useful meaning.



Please reload

October 1, 2020

September 17, 2020

September 3, 2020

July 16, 2020

July 2, 2020

Please reload


NEED insight


  • LinkedIn - Black Circle
  • Twitter - Black Circle

All content copyright © 2020 Closer to Brands unless otherwise stated