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. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 3:15 pm

    Well spoken really. !
    http://cialismsnntx.com/
    free trial of cialis coupon
    buy cialis online
    is cialis blindness permanent
    cialis without a doctor prescription

  2. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 6:09 pm

    With thanks, Valuable stuff.
    http://cialisttk.com/
    cialis dr fox cialis without a doctor prescription comprar cialis generico en espaГ±a on line buy cialis online
    czy cialis pomaga
    over the counter cialis usa
    difference entre cialis original et generique
    the difference between cialis and viagra
    does cialis make it difficult to ejaculate
    cialis 10 mg kopen in nederland

  3. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 6:33 pm

    You suggested that well.
    http://cialispego.com/
    should you take cialis with food buy cialis online dosis adecuada de cialis cialis online
    kostet cialis apotheke
    taking cialis under the tongue
    taking levitra and cialis together
    acheter cialis en france sans ordonnance
    cialis generico caracteristicas
    how long does cialis expire

  4. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 6:49 pm

    Thanks a lot! A lot of postings.

    http://cialismsnrx.com/
    cialis et risque cardiaque cialis generic cialis and pulse rate cheap cialis
    cialis promise voucher
    is outdated cialis safe
    cialis ucraina
    il cialis si puГІ comprare senza ricetta
    quelle diffГ©rence entre viagra et cialis
    what is the dosage for cialis

  5. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 7:05 pm

    Superb forum posts, Many thanks!
    http://cialispego.com/
    medicament le cialis buy cialis online cialis forum wo bestellen cialis 20mg
    cialis 40 mg vs 20 mg
    cialis online spedizione veloce
    cuanto valen las pastillas cialis
    cialis da 5 mg terapia
    venta de cialis en merida
    arreter le cialis

  6. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 7:55 pm

    Wonderful write ups. Thanks.
    http://cialismsnntx.com/
    cialis generika versand aus europa cialis generic cheapest cialis 20mg uk cialis 20mg
    pastilla cialis disfuncion erectil
    levitra und cialis
    cialis leg pain side effects
    para que es cialis
    buy cialis paypal payment
    cialis 100 mg cena

  7. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 10:59 pm

    You said it very well..
    http://cialispego.com/
    cialis adГ©nome prostate cialis generic cialis in israel generic cialis
    quanto costa cialis 20 mg
    descripcion del cialis
    cialis citrate
    donde comprar cialis contrareembolso
    wie lange hält cialis an
    prolasso valvola mitralica e cialis

  8. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 11:03 pm

    Good stuff. Thanks a lot.
    http://cialispego.com/
    cialis 10mg filmtabletten bestellen buy cialis online test cialis levitra cialis 20mg
    werkt cialis echt
    cost of cialis in bali
    cialis and bathmate
    cialis a paris sans ordonnance
    males do cialis
    cialis preise in italien

  9. PeterNip Your comment is awaiting moderation.

    April 16th, 2019 at 11:56 pm

    Many thanks! Loads of postings!

    http://cialisttk.com/
    modo de empleo cialis cheap cialis cialis really does work buy cialis online
    cialis satД±Еџ ankara
    cialis costo scatola
    pengalaman pake cialis
    cialis for lasting longer
    <a href="http://mirabiliatour.blogspot.com/ask?q=+You+have+made+the+point.+http%3A%2F%2Fcialispego.com%2F+cialis+apotheek+nederland+cialis+20mg+%0D%0Acialis+daily+use+online+%0D%0A%5Burl%3Dhttp%3A%2F%2Fcialismsnrx.com%2F%5Dbuy+cialis+online%5B%2Furl%5D&submit=ask”>cialis online utah
    cialis and lyrica

  10. PeterNip Your comment is awaiting moderation.

    April 17th, 2019 at 12:21 am

    You actually stated this adequately.
    http://cialisttk.com/
    cual es mejor la cialis o viagra buy cialis online superman combo viagra and cialis cialis generic
    orjinal cialis 50 mg
    uso quotidiano del cialis
    il cialis puГІ non funzionare
    cialis problemas secundarios
    synthroid and cialis
    strength of cialis

  11. PeterNip Your comment is awaiting moderation.

    April 17th, 2019 at 12:54 am

    Thanks a lot. Valuable information!
    http://cialismsnrx.com/
    qui a deja acheter du cialis sur internet generic cialis cialis bph medicare generic cialis
    cialis farmacia ahumada
    efectos de pastillas cialis
    eparina e cialis
    cialis 5 mg diarios
    cialis 4 less
    ajanta pharma limited cialis

  12. PeterNip Your comment is awaiting moderation.

    April 17th, 2019 at 1:45 am

    You said it very well..
    http://cialismsnntx.com/
    cialis vierteln cialis online discount cialis canada cialis 20mg
    cialis da dor de cabeça
    comment prendre cialis 20mg
    hvor kan man kjГёpe cialis
    cialis 200mg pills (generic)
    cialis hilversum
    difference un cialis 10 et 20 mg

  13. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 4:53 am

    Whoa loads of amazing knowledge.
    http://cialisttk.com/
    how long does it take to have cialis work generic cialis 20 mg cialis daily use cialis generic
    cialis cijena sarajevo
    cialis covered humana
    generic cialis online india
    cialis plus alcohol
    cialis pakistan price
    cialis navod

  14. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 4:56 am

    Valuable stuff. Regards!
    http://cialismsnntx.com/
    heartburn caused by cialis cialis 20mg valsartan y cialis cialis generic
    cialis professional erfahrungsbericht
    cialis ile przed stosunkiem
    cialis 50mg price
    efek samping viagra cialis
    cialis zopiclone
    cialis weight gain

  15. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 5:51 am

    With thanks! Valuable stuff.
    http://cialispego.com/
    cialis 36 saat org abc cialis 20 mg cialis y mujeres cialis without a doctor prescription
    che cosa serve il cialis
    cialis 20mg holland
    cialis con anestesia
    online pharmacy canada generic cialis
    cialis versand erfahrungen
    viagra levitra cialis best

  16. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 6:33 am

    With thanks. I like it!
    http://cialismsnrx.com/
    composizione cialis 5 mg cialis 20mg pillola cialis e viagra cheap cialis
    how many times a week can i take cialis
    tempi di effetto cialis
    does cialis need prescription
    generic cialis forums
    is cialis a controlled drug
    how long before sex should i take cialis 20 mg

  17. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 6:50 am

    Very good material, Cheers.
    http://cialisttk.com/
    cialis et anesthesie cialis without a doctor prescription cialis e ibuprofeno cialis without a doctor prescription
    cialis preço yahoo
    cialis modo d’uso
    do viagra and cialis mix
    vardenafil vs cialis
    how long after taking cialis does it take effect
    medicinale generico del cialis

  18. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 7:42 am

    Good information. Thanks a lot!
    http://cialismsnntx.com/
    vente medicament cialis cialis without a doctor prescription einnahme von cialis gefährlich buy cialis online
    cialis before after meal
    cialis 5 mg 14 compresse costo
    stomach pain after cialis
    is generic cialis any good
    40 mg cialis
    tamsulosin vs cialis

  19. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 9:35 am

    Nicely put. Thanks a lot.
    http://cialispego.com/
    cialis patent in canada cialis 20mg cialis sicher online bestellen cheap cialis
    how many milligrams of cialis to take
    where can i buy cialis in shanghai
    dopo quanto fa effetto cialis 5 mg
    cialis drug facts
    cialis 8 compresse
    cost of daily cialis

  20. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 10:56 am

    You said it superbly.
    http://cialismsnrx.com/
    quando il cialis non fa effetto cheap cialis gia thuoc cialis cialis generic
    effects of long term cialis use
    cialis online fda
    cialis 5 mg mutuabile
    cialis not working well
    cialis em promoção
    cialis courbatures

  21. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 11:56 am

    You revealed it adequately!
    http://cialispego.com/
    si tomo cialis puedo tomar licor cialis online cialis official website cialis generic
    cialis auf gran canaria kaufen
    cialis mi levitra mД±
    cialis purchase online
    dove comprare cialis generico online
    cialis wasser auflösen
    cialis sight loss

  22. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 12:56 pm

    Helpful stuff. Appreciate it!
    http://cialispego.com/
    kamagra cialis difference generic cialis generic cialis trial pack cialis 20 mg
    achat cialis en ligne france
    viagra oder cialis nebenwirkungen
    lilly cialis 10 mg
    avantages et inconvГ©nients du cialis
    cialis alternatives herbal
    cialis print ad

  23. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 1:50 pm

    Thank you, Quite a lot of write ups!

    http://cialispego.com/
    before and after cialis pics cheap cialis cialis e dolore alle gambe generic cialis
    cialis and lasting longer
    indian cialis review
    cialis health issues
    cialis coupons for walmart
    cialis v egypte
    el cialis causa dependencia

  24. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 5:09 pm

    Thanks a lot! I like this.
    http://cialispego.com/
    cialis e pacemaker cialis online health insurance and cialis cialis 20mg
    cialis ilaci nedir
    acheter cialis black
    a cosa serve la pillola cialis
    cialis and a glass of wine
    cialis dosage how long does it last
    cialis i podobne

  25. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 5:13 pm

    Regards. I value it.
    http://cialispego.com/
    saw palmetto and cialis buy cialis online cialis generika empfehlung cheap cialis
    cialis c20 effects
    melange cialis and viagra
    viagra e cialis sГЈo a mesma coisa
    risk priapism cialis
    take cialis 20mg best results
    prezzo cialis originale 20 mg

  26. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 6:10 pm

    You actually mentioned that exceptionally well!
    http://cialispego.com/
    cialis tadalafil 20 mg bula cialis online cialis and adderall interaction cialis without a doctor prescription
    cialis generico da italia
    cialis ОїОґО·ОіО№ОµП‚ П‡ПЃО·ПѓО·П‚
    un sito sicuro per ordinare cialis
    jak dЕ‚ugo dziaЕ‚a cialis
    cialis afssaps
    does va pay for cialis

  27. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 6:36 pm

    Nicely put, Thank you.
    http://cialismsnrx.com/
    cialis funciona como buy cialis online cialis how long to kick in cialis generic
    cialis 300
    comprar cialis en santiago de chile
    darf hausarzt cialis verschreiben
    cialis en sevilla
    how much cialis can you take at once
    customer reviews of cialis

  28. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 6:54 pm

    You actually said this superbly!
    http://cialispego.com/
    cialis 20mg abgelaufen cheap cialis how does cialis affect hearing buy cialis online
    si tomas cialis puedo tomar alcohol
    levitra cialis y viagra
    high dosage of cialis
    cialis colon irritable
    laboratorio cialis diario
    generic cialis tadalafil 2.5mg

  29. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 7:12 pm

    With thanks, Numerous tips.

    http://cialispego.com/
    cialis denpasar cialis online can i take tylenol and cialis cialis online
    can you cut cialis 20mg in half
    uso cronico de cialis
    cialis 10 mg funziona
    cialis diario efeitos
    venta de cialis sin receta en chile
    cialis effet secondaire forum

  30. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 8:07 pm

    Nicely put. Kudos.
    http://cialismsnrx.com/
    welke dosering cialis cheap cialis Щ‚Ш±Шµ cialis power cialis online
    mens health cialis
    les vertues du cialis
    differenze cialis viagra levitra
    cialis prices usa
    cialis tschechien apotheke
    <a href="http://mirabiliatour.blogspot.com/ask?q=You+actually+revealed+this+perfectly%21+http%3A%2F%2Fcialismsnrx.com%2F+best+deal+cialis+generic+cialis+%0D%0Avaporable+cialis+for+e-cig+%0D%0A%5Burl%3Dhttp%3A%2F%2Fcialispego.com%2F%5Dcheap+cialis%5B%2Furl%5D&submit=ask”>can you cut 20 mg cialis half

  31. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 11:32 pm

    Really many of fantastic info!
    http://cialispego.com/
    wie teuer ist cialis cialis 20 mg will insurance pay for cialis for bph cialis without a doctor prescription
    cialis generico chihuahua
    cialis 200 mg
    viagra cialis same time
    cialis precios en chile
    what happens if woman takes cialis
    cialis kopen op internet

  32. MarcusLed Your comment is awaiting moderation.

    April 17th, 2019 at 11:36 pm

    With thanks! A lot of knowledge!

    http://cialisttk.com/
    cialis low cost generic cialis 20mg cialis timing cialis 20mg
    comprimidos cialis 20mg
    cialis fakes tell
    does daily cialis help bph
    cost of cialis at boots
    vaistai potencijai cialis
    cialis ocular migraine

  33. MarcusLed Your comment is awaiting moderation.

    April 18th, 2019 at 12:35 am

    Appreciate it. An abundance of advice!

    http://cialispego.com/
    cialis que hace cialis generic significance of bathtub in cialis commercials buy cialis online
    cialis penile damage
    kur mit cialis
    androgel cialis interaction
    cialis side effects flushing
    viagra contrareembolso cialis contrareembolso
    proscar cialis interaction

  34. MarcusLed Your comment is awaiting moderation.

    April 18th, 2019 at 1:21 am

    Thanks. Lots of stuff!

    http://cialisttk.com/
    cialis funkar inte cialis generic presentacion del cialis en mexico cialis 20mg
    how to get insurance to pay for cialis
    comment utiliser du cialis
    cialis joint pain
    que penser du cialis generique
    cialis wirkung erhöhen
    ansia da prestazione viagra o cialis

  35. MarcusLed Your comment is awaiting moderation.

    April 18th, 2019 at 1:39 am

    Nicely put. Thanks!
    http://cialispego.com/
    laboratoire lilly cialis generic cialis acheter cialis montreal cialis 20 mg
    forum cialis moins cher
    how does levitra compared to cialis
    cialis et vue
    prijzen cialis 20 mg
    couleur du cialis
    cialis virker det

Leave a Reply

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