BRAND STRATEGY EXPERT ARTICLES 

I read recently that Cafédirect is the UK’s first B Corp, and it reminded me that it was also the UK’s first fair trade coffee company -...

I’m often asked this. Perhaps not in such stark terms. But it’s a good question Brand strategy is a framework for you to make good...

I went shopping recently at IKEA and it reminded me just how clever, together and Scandi cool IKEA is, so I spent some time looking at...

I have had a genuinely exciting year working with a diverse range of clients from all corners of the planet, and from all kinds of...

The other day I passed our local Hotel Chocolat store, and three words under the logo caught my eye – “British Cocoa Grower”. What’s that...

It stands to reason that if your team get your brand, your customers will too. But, if your team don’t really understand what’s at the...

“You can’t please all of the people all of the time”[1] so said John Lydgate, a Benedictine Monk back in the 14th century. To which I...

On a trip to your local supermarket, you’ll find as many as 45,000[1] products in store, and a visit to amazon.com will provide you with...

Shipping containers. Very clever. At the last count there’s over 20 million1of them circulating around the world, and what makes them...

I wanted to share with you an opportunity to support the medical community in Ukraine. I am sure, like me, you have seen distressing...

Last week my publisher called to say What’s Your Point? was their biggest selling book on Amazon in February with sales up 25% on last...

Trust is in short supply these days, so it struck me as interesting that the recently published Edelman Trust Barometer told us that the...

The elevator pitch, so the story goes, came about because the only time you got a chance to see the boss or pitch to a key customer was...

In this final blog in our series on logos we are looking at the role of colour and how it can add or take away from the effectiveness of...

As Cafédirect celebrates its 30th birthday, I wanted to share a personal story about Lorna Young, a remarkable woman I had the privilege...