April 30, 2020

Togetherness was obvious from the start.


That’s why so many brands’ responses are lessons in undistinctiveness.


It was always going to be Safety too.


And ‘sometimes our fears do us more harm than the things we’re afraid of’, to paraphrase Marcus Aurelius.


I’m not sure but I think there could possibly be more empathy about. More compassion....

April 23, 2020

If you want to understand the current climate, you’re going to have to dig into people’s need for Safety.


If you want to do that, you’ll have to explore what it is they’re afraid of.


If you want to get to grips with that, you could do worse than look at a film like the Blair Witch Project.


And maybe think about some of the following:


The p...

April 16, 2020

We’re all in this together.


Come together to Clap For Our Carers.


Stand together to beat coronavirus.


It’s the tone, isn’t it? Like a tetchy head teacher.


But it’s also that word. Together.   


Brands are up to it too.


The BBC is ‘bringing us closer’ because ‘together we’ll get through’.


McCain uses the same words...

April 9, 2020

It’s like emotion squared out there at the moment.


The fear, naturally. Everyone’s stopped saying it’s a bit like the flu.


The trust we’re putting in our leaders to work out an exit strategy.


The anger at joggers who confuse metres with feet.


The joy of watching that great dane doing lunges with his owner. 


The disgust that prompted...

April 2, 2020

If you find yourself reading anything by someone who claims to know exactly how the world will have changed by the time things get ‘back to normal’, here’s my advice.




Nobody knows.


Governments don’t know how long they’ll need to keep the restrictions in place.


Healthcare services don’t know if they’ve done enough to be ready for the...

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