LNER: The challenge of change on the East Coast line

LNER has now replaced Virgin East Coast, National Express and GNER, to run the arterial line that is the East Coast line. And the second of the ‘big four’, created by the Eric Geddes’ ‘Grouping’ Act of 1921, is being re-birthed. The Department of Transport through an ‘Operator of Last Resort’ has picked up the keys and will now drive … Read More

Brand Provocation

Knowing yourself is a gift. For businesses it is an essential asset. Self-awareness allows a company to connect with the truth of who they are, what they do & more fundamentally why they do it. There is no substitute for the process of gaining self-awareness in the definition of its brand. Look inward first, to be able to look outward … Read More

Cancer Research brand strategy

For a long time now, Cancer Research has employed a simple but effective strategy to gain attention, time and money for the cause of fighting cancer. They have taken the ‘fight’ literally, turning it into a proper battle between protagonist/ antagonist, good vs ill. This allows people to firmly take sides, feel more engaged in the crusade against the disease … Read More

The return of the Great Western Railway. GWR

  The Great Western Railway franchise came into operation on the weekend. Re-defining a company with unique credentials from the past to lead a new purpose into the future. Much work has already been done to prepare for the re-appearance those 3  powerful letters. A passion within the railway has been re-kindled. A pride within the people is being remembered. … Read More

Brand or be branded

  Its a phrase I like to use most weeks. It means that brand is inescapable. It’s Hobson’s choice. You have to worry about your brand or else you leave the formation of one of your businesses’ greatest assets to uncertainty and risk. You either take active part in shaping the way the world encounters you, building meaning and relevance … Read More

Personal branding

There is a genre of people at large in society who are different to everyone else. Different to everyone else in that they are a different & famous person.But not for themselves. Such poor unfortunates are not at liberty, exercising their right to walk the street without obstacle or interference. ‘Habeas Corpus’ does not apply to these folk. People feel … Read More

Different is only half the story for your business & brand

Being differentiated is at the heart of the art of branding. Standing apart from the competition. Standing for something distinct to everyone else in a market. But the obsession for being different is only half the battle for your brand. Your brand inherently needs to be a creative piece of thinking that seamlessly stitches together how you are different, & … Read More

More Human Branding

I’ve been spending a bit of time thinking about brands and brains. What makes us human and how brands grow in the human mind? And the result is a simple provocation… It’s based on the observation over the years that many businesses in some market sectors genuinely struggle with some big concepts that feel (to them, rightly or wrongly)… risky, … Read More