THE Creativity Chronicles

A journal of creative thoughts, content commissions I'm working on and where I'm at right now. The life of a creative copywriter.

"Creativity takes courage" - Henri Matisse

collaborate with jess

meet jess

the courage chronicles

INSPIRATION

THE WORD

FEATURED WORK

STUDIO LIFE

The Great Brand Unravel

November 10, 2017

Years ago when I owned an agency, I made a name for being able to transform brands. To take something that was failing or considered unattractive to the target market and to turn it into something desirable. I could clearly see what needed to be done and companies would hire me to implement my vision and turn something crap into something covetable in a matter of months.

It worked every time. The first place I ever did this with used to have an advert promoting their wedding venue and I still laugh now with an industry friend about the fact that their advert used to have a toilet on it. A pretty toilet to be fair but come on, on a wedding advert? That’s got to be taking the piss (pun intended).

Yet amidst all of the luxury wedding venues and amazing places they had as competition I worked to find a niche and get weddings up, smashing all of the targets and leaving them with an impressive record of sales and events and a stronger brand that didn’t discount because of what they didn’t have (old behaviour) but added value for what they did have and what made them unique (new behaviour).

I continued to work with many companies, usually finding the same scenario – brand is perceived as cheap/low value/Primark quality type brand yet selling Harrods type products and is attracting a client who can’t afford the prices whilst simultaneously not attracting their target customer because the Harrods customer doesn’t want to purchase what they perceive from poor branding to be a Primark quality product.

However, years down the line, looking back at many of the brands I worked with, what I’ve learned is that people revert to type. Gradually bit by bit, cracks begin to appear in these brands, the odd rogue word here, the odd stock image there, the font gets more elaborate, the sales start back up, I guess the truth shines through. And that is when I became aware, all I really did was apply a set of rules that although foolproof, need constant managing, it’s like I painted these brands with a veneer of luxury paint and then when the DIY slips, the original wall starts to show through.

That was when I realised, to be truly successful, you can’t just look amazing – the brand has to have depth. It is only many years later that I was acutely aware of this, after all I was getting amazing results but these results weren’t sustainable because they weren’t built on truth. Now my strapline is ‘courageous content for authentic brands’ because I now know, without strong, authentic foundations, that brand won’t be able to stand on its own without the glitter and gloss I showered over it like confetti.

So I packed away my confetti and I got intentional about who I was working with and that I’m not going to make them look glossier, I’m going to get them seen and known but known for who they really are. And I’m much happier and more confident leaving these brands as I’m not teaching them how to be sexier or be more luxurious, I’m teaching them how to embrace being true to themselves and quite often, to be imperfect. I don’t want to paint over those cracks anymore, I want to turn those cracks and imperfections into their feature, something that stops them being a cookie cutter brand and something with character.

Recently I’ve worked on a rebrand with a very long established bridal boutique. I had heard from everyone about this woman and had known her from the industry for a long time. The rumour about Elaine was that she was nice, wouldn’t hurt a fly, would never be a real competitor in the market, she was everyone’s friend but nobody ever worried about her taking market share because you know, she was just Elaine.

Working with Elaine has been the perfect example of taking the truth of someone and their perceived weakness (as the small guy, the one man band, the nice one) and putting a spotlight on it. So that’s what we did. We looked at Elaine’s cracks in her foundations and found the light that shone through them – she offered one to one service, brides built a real relationship with her, she never rushed her brides and always went over and above, she didn’t have junior assistants, customers always received her level of experience and expertise, she only ever had one bride at a time and she genuinely cared about her brides, she was never out to get a quick sale.

I realised that what was considered an industry weakness was clearly a customer strength so we focused on this and built her brand around that sense of vulnerability and truth. She is a petite boutique, she will never be big. She won’t have bright lights or catwalks or a six figure salary. She’s small and classy and with a customer reputation that I’ve never witnessed and it’s this truth that will stand her in good stead, long after I’ve finished working with her.

Because I’ve learned that if you create a brand around a luxurious ethos but it’s not built on a tangible truth then it will topple down, and you may be able to take your toilet out of the advert but you’ll flush away any sense of authenticity and brand longevity if you don’t build a brand that has substance over style. And that’s when the brand unravel happens. Slowly, bit by bit, thread by thread until all that’s left is the tapestry you started with.

  1. LucasZip Your comment is awaiting moderation.

    April 9th, 2019 at 7:52 pm

    You said it very well..
    https://www.dunamisproductions.com/
    pharmacy price comparison
    canadian viagra
    top rated online canadian pharmacies
    canada pharmaceutical online ordering

  2. LucasZip Your comment is awaiting moderation.

    April 9th, 2019 at 9:57 pm

    Cheers! Quite a lot of facts!

    https://www.dunamisproductions.com/
    online pharmacy
    trust pharmacy canada
    get prescription online
    online pharmacies of canada

  3. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 12:03 am

    You actually expressed it effectively!
    https://www.interlandchemie.com/
    best canadian mail order pharmacies
    canada pharmacy
    mexican pharmacies online
    canada pharmacy

  4. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 2:08 am

    Wow loads of very good knowledge!
    https://www.interlandchemie.com/
    online pharmacy usa
    canadian viagra
    buy prescription drugs from canada
    canadian pharmacies-24h

  5. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 4:14 am

    Nicely put, Many thanks.
    https://www.dunamisproductions.com/
    pharmacies near me
    canadian online pharmacies
    mexican pharmacies shipping to usa
    north west pharmacy canada

  6. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 6:20 am

    Many thanks! I appreciate this.
    https://www.visitwaushara.com/
    buy cialis
    canadian drugs
    drugs without prescription
    canadian viagra

  7. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 8:25 am

    This is nicely expressed. !
    https://www.waltcoexpress.com/
    pharmacy near me
    canadian pharmacies online
    prescription drugs online without doctor
    canada pharmaceuticals online

  8. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 10:31 am

    You reported it terrifically!
    https://www.waltcoexpress.com/
    online pharmacy no prescription
    canadian viagra
    no prescription pharmacies
    canadian drugs

  9. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 12:39 pm

    Amazing a good deal of great info!
    https://www.visitwaushara.com/
    buying drugs canada
    canadian cialis
    canadian online pharmacies prescription drugs
    canada drugs

  10. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 2:49 pm

    Effectively spoken of course. .
    https://www.dunamisproductions.com/
    overseas pharmacies
    canadian online pharmacy
    prescription drug
    online pharmacies canada

  11. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 5:02 pm

    Thanks! I appreciate this.
    https://www.lunarciel.com/
    mexican online pharmacies
    aarp approved canadian online pharmacies
    canadian pharmacy online canada
    aarp approved canadian online pharmacies

  12. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 7:12 pm

    Very good data. Thanks.
    https://www.visitwaushara.com/
    overseas pharmacy forum
    canadian pharmacies without an rx
    canadian online pharmacy reviews
    canadian pharmacies online

  13. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 9:20 pm

    Thanks! Lots of tips.

    https://www.dunamisproductions.com/
    reputable canadian mail order pharmacies
    canada pharmacy online
    canadian pharmacy viagra
    london drugs canada

  14. LucasZip Your comment is awaiting moderation.

    April 10th, 2019 at 11:28 pm

    You have made your stand quite nicely!.
    https://www.interlandchemie.com/
    us pharmacy no prior prescription
    canadian pharmacy
    cheap prescription drugs online
    canadian viagra

  15. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 1:39 am

    You said it terrifically!
    https://www.interlandchemie.com/
    canadian drugs
    canada pharmacy online
    prescription online
    canada drugs online

  16. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 3:50 am

    Incredible lots of superb knowledge!
    https://www.lunarciel.com/
    canada pharmacies prescription drugs
    northwest pharmacy
    best canadian pharmacies
    canadian cialis

  17. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 6:00 am

    You said this perfectly!
    https://www.lunarciel.com/
    discount prescription drugs online
    canadian pharcharmy
    drugs for sale
    canadian pharmacies online

  18. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 8:09 am

    Thanks, I like this!
    https://www.lunarciel.com/
    discount pharmacy online
    canadian pharmacies without an rx
    canada pharmacies online prescriptions
    canadian pharmacies without an rx

  19. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 10:20 am

    Very good info, Kudos!
    https://www.interlandchemie.com/
    canada pharmacy no prescription
    canadian pharmacies-24h
    canadian pharmacy online canada
    aarp approved canadian online pharmacies

  20. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 12:31 pm

    Beneficial material. Many thanks!
    https://www.lunarciel.com/
    canadian online pharmacy reviews
    online pharmacies of canada
    discount prescription drugs online
    canadian pharmacy online

  21. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 2:46 pm

    You said that perfectly.
    https://www.dunamisproductions.com/
    online pharmacy without a prescription
    canadian online pharmacy
    online pharmacy
    canadian pharcharmy

  22. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 5:00 pm

    Fine material. Thanks a lot.
    https://www.waltcoexpress.com/
    best online international pharmacies
    canadian viagra
    canadadrugs
    canada drugs

  23. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 7:11 pm

    Good info. Regards!
    https://www.interlandchemie.com/
    pharmacy price comparison
    trust pharmacy canada
    canadian drugs without prescription
    canadian pharmacies online

  24. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 9:21 pm

    Cheers! Very good stuff.
    https://www.dunamisproductions.com/
    canadian pharmacies that ship to us
    trust pharmacy canada
    canada pharmacies without script
    canadian drugs

  25. LucasZip Your comment is awaiting moderation.

    April 11th, 2019 at 11:34 pm

    You said this very well!
    https://www.interlandchemie.com/
    canadian pharmacies online
    london drugs canada
    drug prices comparison
    canada pharmacy

  26. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 1:46 am

    Cheers, I like this!
    https://www.interlandchemie.com/
    pharmacy cost comparison
    canadianpharmacy
    buy drugs online
    canada pharmacy

  27. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 3:59 am

    You suggested it wonderfully!
    https://www.visitwaushara.com/
    rx price comparison
    canada pharmaceutical online ordering
    best price prescription drugs
    canada drugs

  28. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 6:08 am

    Awesome material. Thanks.
    https://www.interlandchemie.com/
    canada drugs
    canada pharmacy online
    legitimate online pharmacies
    canadian pharmacies-24h

  29. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 8:20 am

    Information effectively taken!.
    https://www.visitwaushara.com/
    online pharmacy reviews
    canadian pharmaceuticals online
    meds online
    canada drug

  30. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 10:27 am

    Wow all kinds of amazing information.
    https://www.interlandchemie.com/
    prescription price comparison
    canadian pharmacies that ship to us
    no 1 canadian pharcharmy online
    canadian pharmacies online

  31. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 12:34 pm

    This is nicely expressed! !
    https://www.waltcoexpress.com/
    24 hour pharmacy
    london drugs canada
    canadian drug store
    canadian pharcharmy

  32. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 2:45 pm

    Good facts. Many thanks!
    https://www.dunamisproductions.com/
    safe canadian online pharmacies
    canadian pharmacy
    buy online prescription drugs
    canada drug

  33. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 4:55 pm

    Thanks a lot, Valuable information!
    https://www.visitwaushara.com/
    walgreens pharmacy
    canadian pharmacies
    mail order pharmacies
    canadian viagra

  34. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 7:03 pm

    Nicely put. Regards.
    https://www.waltcoexpress.com/
    prescription drugs prices
    canadian pharcharmy
    trust pharmacy canada
    online pharmacies of canada

  35. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 9:07 pm

    You suggested it fantastically!
    https://www.dunamisproductions.com/
    canada pharmacies online
    canadian pharmacies-24h
    buy cialis
    canada pharmacy online

  36. LucasZip Your comment is awaiting moderation.

    April 12th, 2019 at 11:10 pm

    Nicely put, Kudos!
    https://www.dunamisproductions.com/
    canada drugs online pharmacy
    global pharmacy canada
    canadian pharmacy without prescription
    canadian pharmacy online

  37. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 1:14 am

    Awesome advice. Cheers.
    https://www.interlandchemie.com/
    online prescription drugs
    northwest pharmacy
    canadian pharmacies that ship to us
    trust pharmacy canada

  38. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 3:20 am

    Thanks a lot! An abundance of stuff!

    https://www.lunarciel.com/
    canada pharmacy online orders
    north west pharmacy canada
    top rated canadian pharmacies online
    canada online pharmacies

  39. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 5:28 am

    Thanks a lot, I enjoy this!
    https://www.visitwaushara.com/
    web medical information
    canadian pharmacies that ship to us
    medical information online
    canadian pharcharmy

  40. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 7:37 am

    Helpful tips. Regards.
    https://www.dunamisproductions.com/
    canadapharmacy
    canadian viagra
    pharmacies in canada
    canada pharmaceutical online ordering

  41. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 9:46 am

    Incredible all kinds of fantastic data.
    https://www.interlandchemie.com/
    canadian drug stores online
    canadian pharcharmy
    mexican pharmacies
    canada pharmaceutical online ordering

  42. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 11:53 am

    Appreciate it, Plenty of knowledge.

    https://www.interlandchemie.com/
    canadapharmacy
    canadian pharmacies that ship to us
    us pharmacy no prior prescription
    canada pharmaceuticals online

  43. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 2:03 pm

    Many thanks. Valuable information.
    https://www.interlandchemie.com/
    discount pharmaceuticals
    canadian cialis
    canadian drugs without prescription
    canadian drugs

  44. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 4:14 pm

    Regards. Ample advice.

    https://www.interlandchemie.com/
    no prior prescription required pharmacy
    london drugs canada
    prescription drug assistance
    canada online pharmacies

  45. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 6:24 pm

    Very good posts. Kudos!
    https://www.interlandchemie.com/
    canada online pharmacies
    canadian pharmaceuticals online
    cialis online
    canadian pharmacies that ship to us

  46. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 8:32 pm

    Many thanks! I appreciate it!
    https://www.lunarciel.com/
    online pharmacy no prescription needed
    canada drugs online
    canadian pharma companies
    canadian viagra

  47. LucasZip Your comment is awaiting moderation.

    April 13th, 2019 at 10:41 pm

    Fantastic forum posts. Thanks!
    https://www.visitwaushara.com/
    canadian prescription drugstore
    canada pharmacy
    canadian rx
    canadian drugs

  48. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 12:52 am

    Many thanks, Plenty of postings!

    https://www.waltcoexpress.com/
    prescription drug price comparison
    mexican pharmacies shipping to usa
    cheap prescription drugs
    canadian pharcharmy

  49. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 3:04 am

    You actually reported this well.
    https://www.interlandchemie.com/
    canadian pharmacies that are legit
    online pharmacies of canada
    canadian meds
    canadian pharmaceuticals online

  50. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 5:17 am

    Nicely put, Thanks a lot.
    https://www.visitwaushara.com/
    canadian mail order pharmacies
    canada drug
    walgreens pharmacy
    canadian pharcharmy

  51. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 7:31 am

    Awesome posts. Regards!
    https://www.dunamisproductions.com/
    24 hour pharmacy
    canada pharmaceutical online ordering
    best online pharmacies no prescription
    top rated canadian pharmacies online

  52. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 9:46 am

    Useful data. Thanks!
    https://www.visitwaushara.com/
    most reliable canadian pharmacies
    canadian pharcharmy
    legitimate online pharmacies
    london drugs canada

  53. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 12:02 pm

    Really plenty of very good tips.
    https://www.waltcoexpress.com/
    trusted overseas pharmacies
    canada online pharmacies
    cialis online
    canada drugs online

  54. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 4:32 pm

    Great forum posts. Regards!
    https://www.waltcoexpress.com/
    pharmacy price comparison
    canadian pharcharmy
    pain meds online without doctor prescription
    canadian online pharmacy

  55. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 6:47 pm

    Whoa a lot of great info.
    https://www.dunamisproductions.com/
    canada pharmacy online orders
    canadian pharmacies-24h
    online pharmacy no prescription needed
    canada pharmaceuticals online

  56. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 9:00 pm

    With thanks! Very good stuff!
    https://www.visitwaushara.com/
    canadian pharmacy king
    canada pharmacy online
    canada pharmacy
    north west pharmacy canada

  57. LucasZip Your comment is awaiting moderation.

    April 14th, 2019 at 11:14 pm

    Terrific facts. Thanks a lot.
    https://www.visitwaushara.com/
    canadapharmacy
    canadian cialis
    online drugs
    aarp approved canadian online pharmacies

  58. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 1:28 am

    Tips effectively taken.!
    https://www.lunarciel.com/
    canadian pharmacies without prescriptions
    canadianpharmacy
    pharmacy canada
    canadianpharmacy

  59. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 3:44 am

    Truly loads of useful material!
    https://www.waltcoexpress.com/
    reputable canadian mail order pharmacies
    global pharmacy canada
    price prescription drugs
    aarp approved canadian online pharmacies

  60. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 6:00 am

    Superb data. Kudos!
    https://www.lunarciel.com/
    prescription prices comparison
    canadian pharmacies that ship to us
    canada pharmacy online reviews
    canadian pharmacies that ship to us

  61. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 8:17 am

    Superb stuff. Kudos.
    https://www.lunarciel.com/
    discount prescription drug
    london drugs canada
    online pharmacy usa
    canada pharmaceuticals online

  62. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 10:32 am

    Thank you! I value this.
    https://www.visitwaushara.com/
    canadian pharmacies that ship to us
    north west pharmacy canada
    safe canadian online pharmacies
    canada drugs online

  63. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 12:48 pm

    You stated it superbly.
    https://www.dunamisproductions.com/
    online pharmacy reviews
    canadian viagra
    online prescription drugs
    canada drugs online

  64. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 3:06 pm

    Thanks! A lot of forum posts.

    https://www.visitwaushara.com/
    buy prescription drugs from canada
    northwestpharmacy
    canadian pharmacies
    canadian pharmacies-24h

  65. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 5:25 pm

    Thanks a lot. Valuable stuff!
    https://www.lunarciel.com/
    best canadian prescription prices
    london drugs canada
    best canadian pharmacies
    canadian pharmacies-24h

  66. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 7:41 pm

    You actually said it very well!
    http://talahicc.com/
    canada pharmacies online
    canadian pharmacies online
    prescription drug
    canadian pharmacy online

  67. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 9:50 pm

    You stated that very well.
    http://canadianpharmacymim.com/
    mail order pharmacies
    online pharmacies of canada
    canadapharmacy
    canada drugs

  68. LucasZip Your comment is awaiting moderation.

    April 15th, 2019 at 11:57 pm

    Nicely put, Kudos.
    http://canadianpharmaciescubarx.com/
    web medical information
    canadian drugs
    prescription drugs canada
    canadian pharmaceuticals online

  69. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 2:05 am

    Nicely put, Many thanks!
    http://canadianpharmaciescubarx.com/
    canada pharmacy online orders
    canada pharmaceutical online ordering
    prescription price comparison
    aarp approved canadian online pharmacies

  70. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 4:15 am

    Nicely put, Regards.
    http://canadianpharmacymim.com/
    canada pharmacy online
    canadian pharmacies
    prescription drugs without prior prescription
    canada drugs online

  71. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 6:25 am

    Regards! Numerous posts.

    http://www.canadianpharmacymsn.com/
    best non prescription online pharmacies
    canadian pharmacies online
    best online pharmacy
    northwestpharmacy

  72. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 8:35 am

    With thanks. I enjoy this.
    http://canadianpharmacyntx.com/
    canadian pharmacy no prescription
    canadian pharmacies online
    best canadian mail order pharmacies
    top rated canadian pharmacies online

  73. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 10:45 am

    Position well taken!.
    http://canadianpharmacysilo.com/
    prescription cost comparison
    canadian pharcharmy
    prescription drugs without prior prescription
    online pharmacies of canada

  74. LucasZip Your comment is awaiting moderation.

    April 16th, 2019 at 12:56 pm

    Nicely put. Cheers!
    http://talahicc.com/
    online canadian pharcharmy
    canadian pharmacies-24h
    prescription online
    trust pharmacy canada

Leave a Reply

Your email address will not be published. Required fields are marked *