Brand strategies should be clear. Compelling. Deliberate. And yet, building one can sometimes feel like none of these things.
Every agency, company, and strategist may have their own terms and jargon when building a brand strategy. This can also vary depending on what market you’re working in. I find this confusing, so I made a lexicon of some of these seemingly interchangeable terms.
This is not exhaustive so please send me other terms to know to add to this.
Over the past 6 months, Hackney Laces has been working with Sisterhood, a brilliant social enterprise that builds confidence in young women, and London Football Journeys, a charity that uses film and football to strengthen communities.
Through workshops and co-design sessions, Sisterhood has worked with the girls teaching them how to film and edit. And, empowering them to tell their stories as female footballers.
When I joined Nice and Serious, out of twenty people I was one of four women. It seemed strange to me that an agency that’s so values driven in their work would have such a gender imbalance. After speaking to the team about it, I was told that we get so many more male applicants than female. This is a reflection of the industry but it shouldn’t define the industry or be accepted. So, Nice and Equal was born as an experiment to understand what some of the underlying issues were and if there was anything we could do to fix this.
Every day we’re bombarded with information about our food. From offers and nutritional claims to ingredient labels and on-pack information like sustainability credentials – it’s pretty hard to work out what’s important and what it actually means.
At a time when our world feels more divided than united, Ben and Jerry’s have taken a stand calling everyone to come together. After all, love still trumps hate.
Cards Against Humanity loves the shock value. Their product is after all, a controversial card game, committing into words statements that are designed to offend. Its marketing stunts are no different. From selling literally a box bull shit, to selling fans a box of unknown (which 150,000 actually paid for) the game company has found its niche in surprising and delighting fans.
In addition to being a Pentagram partner, brilliant designer and all round inspiring person, with a huge heart, Marina willer also makes films. And her latest one is the the most personal story she’s ever told.
Greatest Good is really lovely example of 21st century giving. The web platform offers anyone expert advice from inspiring, smart people in exchange for donations to charities of their choosing. Set up by a group of friends who work in tech, media and marketing, the platform offers access to a huge range of advisors spanning loads of different industries.
“There’s this really smart scientist guy who said that people can learn a lot from dogs. He said that when someone you love walks through the door, even if it’s five times a day you should go totally insane with joy”.
For the next seven minutes do nothing but watch this film. It’s beautiful.
Why should you give an X in the upcoming UK election?
Because if you don’t vote you can’t complain. You can’t stand up for what you believe in. You can’t decide who decides important things like your reproductive rights as a woman or how elderly people are treated. You can’t have a say in how education, healthcare or any public services are run. People all over the world fight for democracy in their countries everyday so don’t take the right to vote for granted, show conviction and use it.