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.


Got it.


‘Owner’.

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by RICHARD BROWN

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