- Dec 14, 2023
The MAP of all maps
Hardly a project goes by without me building a Need Map. Whether it’s discovering insights into people’s behaviour or developing a brand...
- Nov 30, 2023
NEED a positioning?
Ulli Appelbaum reckons there are twenty-six different ways to position a brand, which seems a good number. To be fair, in his book The...
- Nov 16, 2023
OO’s of O’s
Like a good boy, I’ve been building my brand’s distinctive assets. There’s the ‘Closer to Brands’ name, the discerning shade of blue and...
- Nov 2, 2023
What’s in a WORD?
When you hear these words, do you think something or feel something? Light. Fire. Cool. Home. Free. Comfort. Power. Control. Fresh. Time....