Insights
The task to Make Tomorrow is a huge one, and requires us all to keep an open mind and a hunger for knowledge and experience.
We draw influence from everywhere all the time. Here’s a taste of what we’re thinking about.
More than just a logo
Brands are complex beasts but here's some thoughts I always return to to make sense of it all:
A brand is more than just a logo.
A brand is a gut feeling about a product, service or company - Marty Neumeier
Customers may forget what you said, but they’ll never forget how you made them feel – Carl Buechner
Nurture the narrative
Nurture your brand narrative.
Or else lose control over how your brand is perceived.
Ultimately it's not you who decides what your brand is, it's your audience.
But if you have the right strategy in place, stand for something people care about, speak truth and show a bit of x-factor magic, that's a winning formula!
Four Pillars
Common myths and misconceptions around sustainable business attitudes and communication. Presenting sustainability credentials is a curly one as there's a lot of confusing ideas and language out there.
We're all about clarity and simplicity so here's hoping this helps.
Moral Licensing
'I bought an EV so I've done my bit.'
Known as a 'moral license' for consumers to ignore other green products.
Second in our series of myth and jargon-busters in sustainable business.
Sustainability doesn't sell
Brands that lead with sweeping 'green' claims will not just struggle for credibility but discover that it won't sell product.
Messaging around social and environmental impact is important and can be a powerful persuader but don't overestimate its influence on the behaviour of consumers.
This article in the Harvard Business Review sheds some fascinating light on consumer behaviour regarding sustainability marketing and consumer appetites: https://lnkd.in/gZiK3fQQ
My feeling is that it also commoditises sensitive social and environmental benefits, making important long-term issues vulnerable to saturation and transitory market trends.
What do you think?
Embrace change
Change is hard, but essential.
Persuading people to behave more sustainably is like turning the Titanic. Old habits die hard. Bombarding them with facts and distopian futures is frankly a bit of a downer and not the path to successful conversion at scale.
People are sensitive, often defensive and essentially self-interested, so building a compelling ‘sticky’ story with positive, achievable benefits is more likely to engage emotional buy-in, inspire small actions and gather momentum.
What makes a sticky story? Something that is simple to explain and share, is based in human experience, is unique, believable, visually appealing and taps into an emotional nerve. Did I mention visually appealing, this is super-important!
We can help find your sticky brand story.