Thoughts A collection of my thoughts and articles.

Corporate renaming….why the devil?


October 31, 2022

Ah, the old rebrand ploy. It’s not unusual to find corporate renaming on a list of ‘make a mark’ options for a new Marketing Director or CEO. Corporate (re)naming requires a very different approach to...

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Is “We need some time to think” still valued?


September 26, 2022

How much time have we diarised this week as ‘time to think’? One of the big advantages of being freelance is having the time and space to do just that. From my chats with fellow...

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Three golden rules of corporate name research


August 10, 2022

Consumers and customers aren’t the people to decide what your corporate name should be. They can react, add insight, indicate the communication angles that might need to be the focus – but the brand door-opener...

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Naming – a brief discussion


March 24, 2022

I love a bad naming brief, if only because it provides an opportunity to open the worm can, before we start squeezing out the creative juice. 50% of a naming job is about strategy and...

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And then there was Purpose


January 26, 2022

Somewhere in the mid 90s, the Thing was Employee Brand Engagement. Somewhere in the 00s, the Thing became Purpose.  So, should there come a time post-Purpose, what will be the next Thing for the branding...

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2022: speak the truth, say it well


December 29, 2021

2021 Brands Words: “Due to the ongoing Covid 19 pandemic….” Truth: “We are not going to be answering your call – and that’s your problem, not ours” 2021 Politicians Words: “Let’s be clear….” Truth: “There...

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Branding bugbears


November 23, 2021

The first in a series of branding bugbears sits firmly in the naming camp. Has the naming industry failed in its key role to explain how a corporate / brand name sits at the heart...

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No pain, no name


September 15, 2021

A couple of weeks ago my snout faced the full wrath of a French lady based in a tent about 280km south west of Paris. It was clearly a mission-driven PCR. In the name of...

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Unsavvy brand strategist in Linked In summer shocker


August 11, 2021

For the last few years I have tried to post a Brand Strategist’s monthly article on Linked In. I know, I know….you’re already picking yourselves up off your WFH floor at how infrequent this is,...

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NameGrab episode 1: strongly associative and familiar, yet distinctive and full of personality


May 25, 2021

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That’s not a naming creative brief-dammit, it’s not even a cry for help


April 28, 2021

Is it fair to say that, just very occasionally, a naming creative brief that comes our way is…well… not a very good brief? It may lack objectives, insight, awareness of where branding starts and stops...

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The business of a freelancer


March 22, 2021

5 things a hard working, experienced and proud freelancer will be just fine with: investment in sensible new business activity (not the same as free work) losing on the basis of money only saying no,...

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