The Leith Dock
Brands misunderstood
We’ve recently been working on creating a new brand identity for a major arts funding body. It’s been an inclusive, liberating and insightful process throughout, one that has given everyone a clear focus about what they stand for and how it relates to audiences. As part of the exercise we talked to quite a few people in the artistic community about what they thought of our …
Brands misunderstood
We’ve recently been working on creating a new brand identity for a major arts funding body. It’s been an inclusive, liberating and insightful process throughout, one that has given everyone a clear focus about what they stand for and how it relates to audiences. As part of the exercise we talked to quite a few people in the artistic community about what they thought of our …
What is an insight?
Marketing is one of those professions where it is so much easier to claim than it is to deliver. For example, the word ‘innovative’ appears in almost every organisation’s brand architecture, and yet it is rarely a defining characteristic from a customer viewpoint. ‘We are driven by consumer insight/ we are consumer focussed’ is another almost universal …
What is an insight?
Marketing is one of those professions where it is so much easier to claim than it is to deliver. For example, the word ‘innovative’ appears in almost every organisation’s brand architecture, and yet it is rarely a defining characteristic from a customer viewpoint. ‘We are driven by consumer insight/ we are consumer focussed’ is another almost universal …