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Mission, vision and descriptors

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Mission, vision and descriptors

In this article i set out what a mission, vision statement does, how an organisation can use a descriptor and what a lift speech is. We help organisations establish these as the bedrock of their brand values. This article is an edited piece from my forthcoming book, know your onions: corporate identity.

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SEO for a new company

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SEO for a new company

How do you help launch a new company, with very limited budget, in a fiercely competitive market and begin to push them up the rankings? We did it (still doing it) for Plumbster, a new central London based plumbing, electrician, jetting an maintenance team - targeting the big boys.

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April fools!

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April fools!

Happy April fools day, a couple of days ago. Seriously, the e-newsletter is no joke. In this issue we look at brand, marketing and design mistakes and the fools that made them.

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Searching

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Searching

'Googling' has become a verb. Talk about brand equity. There is much to be said about the 'dark art' of getting to the top of Google's search results, but most of it is garbage. Here we dispel the myths, advise on best practice and illustrate examples of a job well done. We're not going to include Pay Per Click (PPC) or any ads.

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10 New Year design resolutions

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10 New Year design resolutions

Happy New Year, unless you are Chinese of course, in which case I'm a tad early. This newsletter is a tongue-in-cheek look at typical client requests made to designers and why a client might want to think again. :-)

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Words don't come easy to me

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Words don't come easy to me

F.R. David's song has a point about copywriting. Writing good copy, editing and getting your tone and content right isn't easy. And let's face it: I'd never proport to be an expert. I've written the odd tome and boy-oh-boy it's tough. But in doing so, there are a few things that I've picked up along the way which I'd like to share. Words certainly don't come easy to me.

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Drinks marketing

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Drinks marketing

Sometimes you get a dream client. Something you'd just love to work on. In my case, this is the historic and global brand Barbadillo. I'm a Manzanilla drinker myself. It's a very dry sherry, made in a tiny area of Spain. Having visited the winery (Bodega) in the interests of research – I changed my view of what a drink's brand is and what it takes to make something unique. Let's look at the best.

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Can anyone do marketing?

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Can anyone do marketing?

The barriers to entry for setting up marketing campaigns have been lowered. From Google Pay Per Click to email broadcasts to Facebook advertising, anyone can do it, so why is marketing 'know-how' still essential.

 

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