What’s in a TITLE?
When I started Closer to Brands, I gave myself the title of ‘Director’.
I mean, it was true. It was a limited company and I was a director. The only one.
After a while, I felt like a promotion, so I became ‘Managing Director’. I was surprised and honoured.
But who exactly was I managing?
Not the strategists and researchers I brought in to work with me.
Not the agencies in other countries I teamed up with.
Definitely not my creative partner, Jeffrey Steventon, who does the images for this blog. He’s like me, hates having a boss.
So I've been thinking it’s time for a change.
I could go for ‘Founder’. That’s popular at the moment. But it's a bit too George Washington.
Can’t have anything with the word 'Chief’ in it. Not when there aren't any indians.
And I’ve never been sure about ‘Director’. Not since I joined the board of an agency, only to find that took the number of directors to 50.
What about a title that grows out of the brand? As long as it doesn’t sound like it was thought up by a child.
So what does Closer to Brands stand for?
A belief that brands have to make an emotional connection.
And how does Closer to Brands stand out?
Surface and deeper needs.
Circles within circles.
The letter O.