top of page

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.

subscribe to our blog

NEED insight

by RICHARD BROWN

  • LinkedIn - Black Circle
  • Twitter - Black Circle

All content ©2024 Closer to Brands

bottom of page