by Paul Heaton | Branding, Marketing, Social Media
The sexy word currently doing the rounds among many digital marketers is leverage. This means using the right tools to get content in front of an audience. The tools must be appropriate to the task, using different media to increase brand visibility. This means having...
by Paul Heaton | Branding, Corporate Indenity, Trends
Coolness. It’s a very desirable quality. It confers a certain exclusivity on someone, or something, that feels natural, unforced. But can you strive to achieve coolness, can you work at it? If you’re a consumer then you can buy certain things to attempt to accumulate...
by Paul Heaton | Branding, Design
How do people react to design? Knowing this is one of the key parts of successful marketing and communication. Psychology is central to ensuring design is effective because it provides the neuroscientic insights necessary to working out what sort of responses visual...
by Paul Heaton | Branding
Is a brand important? Is it just about choosing a name you like, knocking up a quick logo then applying it to your packaging, business card and letterhead? This is what you need to know: your brand can be absolutely crucial to the success of your business. It’s about...
by Paul Heaton | Branding, creativity, Design, Marketing
Everyone likes a trier, so the theory goes, but there is such a thing as trying too hard, and then finding yourself in a real mess. With issues to do with design and your brand, taking your own, idiosyncratic approach to it may have unforeseen, and undesirable,...
by Paul Heaton | Branding
Your brand is your business’s identity, it helps define what you stand for. It should encapsulate the values of your business and shape its personality, so that your customers, clients and prospects understand exactly who you are, and what you can do for them....
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