Brand Governance: Who Owns Your Brand? If you walk into your sales department right now and ask to see the slide deck they presented yesterday, you might be horrified. You might find a logo from 2016, ...

Six weeks after a mid-market consultancy launches its “we’re the boutique alternative to the Big Four” positioning, a genuinely larger competitor runs the same line in a pitch – and does it with more ...

Rebranding vs Renaming: Which Strategy Does Your Firm Need? Managing partners frequently mistake a market positioning failure for a nomenclature problem. A mid-sized professional services firm faces ...

Distinctive brand assets are the non-name cues — colour, shape, logo, sound — that let buyers identify your firm quickly. Most content treats them as aesthetics. The real job is memory: recognition, ...

What is a Brand Strategy Framework for B2B? Most B2B brand strategy frameworks are bloated wastes of time because they focus on internal “feel-good” values rather than external “risk-mitigation” ...

Typography isn’t just “the pretty bit” of your brand. It is software. When you use a font, you aren’t “buying” the letters; you are purchasing a limited licence to use a piece of code. If you treat it ...

Feelings do not pay the rent. If you are spending money on brand awareness, you deserve to know exactly how much revenue that activity returns. The problem is not that branding ROI is impossible to ...

Most businesses are not growing; they are merely inflating. There is a violent difference between the two. Inflation is the result of pumping money into performance marketing—such as Google Ads, Meta ...

Ethical branding is not about being “good.” It is about being uncomfortable. If your brand’s ethical stance does not alienate at least 10% of your potential market, you do not have a stance; you have ...

A logo is not art. It’s a business tool. It’s an identifier, a shortcut for recognition, and the cornerstone of your brand’s visual identity. It’s designed to establish trust, convey value, and ...

Most M&A brand integrations are decided by the wrong people in the wrong room using the wrong criteria — and that decision happens weeks before any brand strategist is engaged. The assumption that the ...

A Managing Partner at a 90-person accountancy firm showed me their new website copy last year. It was warm, confident, and it used the word “partner” as a verb. It also sounded exactly like the three ...