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You have created a solid brief and received several proposals. At first glance, the scope looks similar. The prices are not. Where do you start? Most people start with the price. That is understandable. But a number alone tells you very little about what you are actually comparing. Let's start with an example: You have approached agencies because you are looking for a new brand identity. Agency A presents you a great price, or a shinier apple, for what appears to be the same

When your business is in a competitive market, it is tempting to put your time, money, or effort into getting as much attention as possible. But being visible is not the same as standing out. Being louder is not the answer. Being clearer is. Many companies offer similar products or services. Yet the real difference lies in how people perceive a company’s brand, what it stands for, and whether its offer feels made for them. That is where positioning comes in. Why positioning m

There is a common belief that business-to-business (B2B) and business-to-consumer (B2C) marketing are fundamentally different. And yes, there are clear distinctions. Sales cycles are longer, decisions often involve multiple stakeholders, and the stakes can be high. However, when it comes to building strong, memorable brands, there are valuable lessons to take from consumer marketing. Behind every B2B decision is a person, and people respond to clarity, relevance and connectio

One of the first things people often say when they want to launch a business is: “I need a logo.” It makes sense. Logos are tangible. They are visual. They feel like a sign that things are becoming real. While a logo is an important part of the brand, it is not the starting point. Before you design anything, it helps to understand what your brand stands for. When there is clarity around your brand, decisions like colour, tone or visual style become easier to make. Why strateg

AI is rapidly changing how we approach marketing and branding. With just a few prompts, it is now possible to generate taglines, create logos or outline messaging frameworks. What once took a team of creatives can now be done in minutes. But when many businesses are using the same platforms, trained on the same data and guided by similar prompts, it raises a question. Would every brand start to look and sound the same? What makes your brand feel different? Why brand thinking

The new WACO brand is live at waco-network.com . WACO is a global network organisation for independent freight and logistics companies, providing a platform that helps its members compete and succeed globally. The organisation has built a strong reputation over more than 50 years, but the brand no longer reflected the connected and collaborative network it had become. It was time for a refresh. It was a privilege to work with Richard Charles, CEO, and Nicki Mears, Membership