Twenty DO’s and DON’Ts

Closer to Brands turns twenty on February 1st. Two decades down of brand consultancy and qualitative research.

For what it’s worth, here’s what I’ve learnt:

DO - stick to your beliefs, no matter what.

DON’T - lose touch with what’s going on.

DO - new business, every week.

DON’T - prioritise new over existing.

DO - get a dog.

DON’T - sit at home stewing.   

DO - be positive. When clients brief you, leave them feeling excited.

DON’T - be negative. I once wrote “if it exists” in a pitch on a new opportunity. Didn’t win it.

DO - your tax returns on time.

DON’T - spend your tax money, ever.

DO - remember to position your own brand. Deeper needs make stronger brands.

DON’T - neglect your brand’s assets. Expect more O gags.

DO - spell out what it is you do. Need insight and brand positioning.

DON’T - think you’re the only one doing this. Everyone’s a strategist these days.

DO - look to the future. Pitches are rocket fuel.

DON’T - dwell on the past. You lost, move on.

DO - sit in a comfy chair, with good lower lumbar support.

DON’T - slouch as the day goes on.

DO - look for emotional benefits.

DON’T - rush past the functional.

DO - work when there’s work, weekends included.

DON’T - work Friday afternoons, especially if it’s sunny.

DO - stay on people’s radar

DON’T - annoy them.

DO - think hard. They’re paying for your brain.

DON’T - be too clever. They may not get it and they may not care.

DO - stand in your consumers’ shoes.

DON’T - assume you’re one of them.

DO - keep going.

DON’T - give up.

DO - build a body of work. 81 brands at the last count.

DON’T - forget the world changes fast.

DO - trust your gut when asked for a point of view.

DON’T - ignore that first response.

DO - work with good people.

DON’T - employ them, unless you’re set on building an agency.

DO - listen a lot.

DON’T - talk too much.

DO - learn to live with a sense of panic. 2005, 2009, 2016, 2020, 2022.

DON’T - forget to give yourself a pat on the back in between.

Happy birthday to me, happy birthday to me.