Choose the right typeface with 3 simple tips
With hundreds of fonts readily available by default and thousands easily downloadable online, how do you go about choosing the right font? When it comes to picking a typeface you can’t afford to be swayed by look alone, there’s a whole host of other considerations you should be making. Here’s 3 simple tips to help […]
Image is everything – 7 rules for choosing the right stock photography
Marketers all agree that great copy is nothing without the right imagery, and yet somehow 90% of blog, social and website imagery continues to be a rushed afterthought that communicates absolutely nothing unique or interesting about the brand. One explanation for this is that you simply cannot teach good taste. You either have an eye […]
The role of colour in marketing – a question of culture, science or just personal taste?
Colour is the first thing an audience notices. It can arouse emotions, reinforce messages, confuse, irritate and captivate. Some of this is personal interpretation, but much of the way we perceive colour is shared between all of us. As marketers these rules can help us to create content that is not only visually pleasing and […]
What exactly is Experiential Marketing?
You may have heard the term Experiential Marketing floating about a lot lately, but do you actually know what it means? A study shows that marketers expect to allocate up to 50 percent of their budgets for brand experience, so it’s high-time that you knew exactly what it means, and more importantly, how you can use […]
An argument in favour of building brand identity around your product (and a couple against)
The emphasis of many brands is on their product attributes. This is natural as it’s the most obvious and tangible part of the brand identity, and by focusing on the specific features and benefits of a product they can appeal to the rational decision maker who is well informed and wants to base their decision […]
Why organisational values are at the heart of every brand and how to define them
As a close friend and mentor often tells me – everything, everything, everything comes down to people. Well if that’s true – and it definitely is – and your people are a product of your organisational values (both in terms of recruitment choices and how those recruits develop within your culture), then by extension, everything, […]
5 Strategies to Grow your Instagram Account
Instagram is a great network for building brand awareness and relationships with your customers online, in a visually compelling way. Instagram has over 200 million daily actives and users tap the like button 2.5 million times daily; proving that I am not the only like-aholic on the planet. If someone has ever told you: “There’s […]
A (hopefully) non wanky guide to finding your brand promise
There are no shortage of wanky words and expressions in the marketer’s lexicon, and few sit higher and prouder on that list than “brand promise”. However, despite its wooly exterior, your brand promise is arguably the most permanent and concrete asset your organisation owns. That’s assuming you get it right, of course. Your overall brand […]
Building strong foundations – A complete guide to market research
All strategy, whether for brand, content or a particular channel, is just the product of gathering all the relevant information and applying it in the most aggressively ambitious way your stakeholders and bank account can stomach. Unfortunately most marketers are too lazy to gather that information in the first place, and too fearful to apply […]
Six reasons why your content strategy may be falling short
Strategy is a term that means different things to different people. Within the world of content marketing many seem to believe that if they have a content framework and content calendar, they automatically have a content strategy. Here are a number of reasons why that may not be the case: 1. The content pillars are […]
