News and views: Article
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‘That’ll do’ won’t do
12th June 2019
In the summer of 2010 (not ’69, sorry Bryan Adams fans) I started the journey of running my own business. I was at a stage in my career where I was inspired by some amazing solo designers’ work and frustrated that I didn’t have the control in my projects that I wanted to guide the quality level to a comparable point.
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Walking the Walk
10th December 2018
Is your business really different? Does it have a unique characteristic (or combination of characteristics) that makes your customers choose you rather than someone else? Do you sometimes slip into the trap of commoditisation?
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Decommoditising Design
4th July 2016
According to Wikipedia a commodity is “an economic good or service when the demand for it has no qualitative differentiation across a market.”
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Gain an advantage: Take pride in your appearance
6th June 2016
When we are going out for a special occasion, we like to make sure we look our absolute best. When we are looking our best we want to make sure we record the occasion with photos and make sure as many people see us as possible! In the same way, when people invest in a well-designed identity they can’t wait to show it off.
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Gain an advantage: Provoke desire
19th May 2016
There are times when recognisability and trust are required as a given. A more ambitious company will need their identity to work a lot harder for them and this is where much larger amounts of money can be spent, and marketing a brand becomes even more strategic.
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Gain an advantage: Inspire trust
7th April 2016
Given the choice, most consumers and businesses will buy what they recognise ahead of unfamiliar alternatives. Sometimes this may be a small, instinctive advantage at the point of purchase. Other times companies design and maintain their brands in a way that instils deep loyalty and almost a tribal sense of belonging.