Twenty DO’s and DON’Ts

Closer to Brands turns twenty on February 1st. Two decades down of brand consultancy and qualitative research.
For what it’s worth, here’s what I’ve learnt:
DO - stick to your beliefs, no matter what.
DON’T - lose touch with what’s going on.
DO - new business, every week.
DON’T - prioritise new over existing.
DO - get a dog.
DON’T - sit at home stewing.
DO - be positive. When clients brief you, leave them feeling excited.
DON’T - be negative. I once wrote “if it exists” in a pitch on a new opportunity. Didn’t win it.
DO - your tax returns on time.
DON’T - spend your tax money, ever.
DO - remember to position your own brand. Deeper needs make stronger brands.
DON’T - neglect your brand’s assets. Expect more O gags.
DO - spell out what it is you do. Need insight and brand positioning.
DON’T - think you’re the only one doing this. Everyone’s a strategist these days.
DO - look to the future. Pitches are rocket fuel.
DON’T - dwell on the past. You lost, move on.
DO - sit in a comfy chair, with good lower lumbar support.
DON’T - slouch as the day goes on.
DO - look for emotional benefits.
DON’T - rush past the functional.
DO - work when there’s work, weekends included.
DON’T - work Friday afternoons, especially if it’s sunny.
DO - stay on people’s radar
DON’T - annoy them.
DO - think hard. They’re paying for your brain.
DON’T - be too clever. They may not get it and they may not care.
DO - stand in your consumers’ shoes.
DON’T - assume you’re one of them.
DO - keep going.
DON’T - give up.
DO - build a body of work. 81 brands at the last count.
DON’T - forget the world changes fast.
DO - trust your gut when asked for a point of view.
DON’T - ignore that first response.
DO - work with good people.
DON’T - employ them, unless you’re set on building an agency.
DO - listen a lot.
DON’T - talk too much.
DO - learn to live with a sense of panic. 2005, 2009, 2016, 2020, 2022.
DON’T - forget to give yourself a pat on the back in between.
Happy birthday to me, happy birthday to me.