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In a changing world, your Legacy Brand remains steady

If you’ve been alive any decent period of time, you’ve seen more change than probably at any other time in history. You don’t have to be that old to remember when your information had to come from other people or a library rather than the internet! It’s really not that long ago. Really. 30 years ago nobody had heard of the internet, 15 years ago there was no such thing as Facebook! Remember the days when we had giant yellow books giving us a list of businesses?
 
OK, now I feel old.
 
Immediate, ongoing connectivity has had a profound impact on society, and, it seems to me, the consequence is that trends are coming and going at a blistering pace! Just mention the word “dab” to your pre-teen or teenager and watch them cringe … “Ewww, do NOT do that again”!
 

KEEPING YOUR BUSINESS BRANDING STEADY

In a world of constant change, how do you continue to communicate what’s real in your Brand. How do you communicate...
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I don't believe in authentic branding.

“Branding is for products. Also, for cattle. People-even artists- aren’t products. You may make things, but you aren’t a thing. Resist the temptation to climb into a perfectly-crafted brand identity. Instead, practice claiming your whole self- your wild, weird, ever-changing, ever-learning, mistake-making, beautiful/ awful whole self, something so much more powerful and honest than a brand.”- Shauna Neiquist

 Recently I can’t escape from the word “Authenticity”.

 It’s like every blog, Instagram post, book, and talk show is talking about Authenticity. I've loved it. It’s a conversation that has been needing to be had for a long time! In many ways Authenticity signals a huge paradigm shift in our culture. Authenticity is definitely a step in the right direction!

HOWEVER, I’ve had this little thing in the back of mind that has rolled around like a pebble in my shoe for the last 6 months. This idea that...

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Branding that Embraces your Weird

PLEASE STEP INTO THE BOX WE HAVE PRE- PREPARED FOR YOU

We live in a society that wants us to fit into nice, neat categories. Categories make life simpler for controlling people. Set up a category, claim your adherents, throw stones at the other categories! Just look at the Mummy wars that rage online … Breast vs Bottle fed, Organic vs leftover Maccas chips on the floor of the mini-van! Or, more broadly, Normal vs Weird, Left vs Right, Conservative vs Progressive, Male vs Female.

Life is so much “simpler” when you can manufacture an identity that is made up of a set of dogmatic ideas. Same vs Different. Us vs Them. As a society, we don’t know how (or whether) to deal with people until we’ve got them pegged into their categories. Once we do though, we very quickly (and permanently) write them off or accept them into the fold.

This is not how life is meant to be!

In our family, we’ve tried not to allow ourselves to be defined by these polarising...

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