At Solidor, we faced a real problem. Because we’d been so successful (and so profitable), new competitors were flooding the market. They made a lot of noise, claiming comparable specs and features. But really, they only wanted to talk about one thing: The price. I knew that if we joined that conversation, we’d disappear into […]
HOW TO BEAT A PRICE WAR Read More »
MARMITE… you either love it or hate it And that’s okay… You don’t have to appeal to everyone. A strong, cult following is more valuable – and more loyal – than being a three-star commodity. That’s why Marmite is brilliant branding.It doesn’t try to please everyone.It owns exactly what it is.And the people who love
love it or hate it Read More »
WHAT IS THE F-X-IT Method? People ask me all the time – what exactly is the F-X-IT Method? It’s five steps.Not a magic trick.Not some corporate buzzword soup.Five straight-talking stages that take a brand from “We’re stuck” to “We’ve got clarity and a plan.” Step 1: FaceWe get real about where you are.No sugarcoating, no
WHAT’S IT ALL ABOUT? Read More »
It’s easy for businesses to believe their own hype To keep quoting old metrics – not because they’re right, but because they feel right. But when those numbers start shaping your strategy – and deep down you know they’re wrong –they don’t just undermine performance.They erode credibility. Internally. Externally. Entirely. Delphi thought they had 95%
DON’T BELIEVE THE HYPE Read More »
WHAT SHOULD JEREMY CORBYN’S NEW PARTY BE CALLED? Last week, over half a million people signed up to a political movement that doesn’t even officially exist yet. Whatever you think of Corbyn or Sultana – they’re clearly tapping into something real. Right now, it’s called Your Party . But that’s temporary.They’re actively looking for suggestions.
and that’s fine. But if you want a natty strapline that pleases the board, this isn’t for you.If you’re looking for 47 slides to say what 3 words could, this isn’t for you.If your idea of brand management is a manual written five years ago, you should also give it a swerve.If your brand values
THIS IS NOT FOR EVERYONE Read More »
Be honest… …you ignore 90% of the content on your LinkedIn feed. Why? Because it’s beige. Bloated. Or just plain old bulls-it. It’s either jargon disguised as insight, lazy recycled messaging, or performative self-praise dressed up as vulnerability. And the worst part? Most of it’s written by people who should know better. And with the rise of
Linkedin – HOW DO WE F-X-IT? Read More »
WHY I STARTED F-X-IT When I was at school, I had a French teacher who used to hit me. A lot. Listen, I’m not complaining. It was the 80s. Corporal punishment was very much “part of the job description.” And while many others had it worse, it taught me something I’ve never forgotten: PEOPLE WILL TOLERATE
WHY I STARTED F-X-IT Read More »
