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We believe that a successful business and brand strategy are inseparable. The brand process is vital regardless of the size of your company, large or small because having a brand strategy is a key business differentiator. Successful brands are championed by everyone, paid attention, change with the times, inspire loyalty and most important of all, create wealth. It doesn’t matter whether you’re a micro-brewery or a global logistics company, if you follow a simple set of rules you can become a powerful and successful brand.

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Home  /  Project   /  THE SHOESHINE BOY


If anyone down the street can shine shoes as well as he does, chances are they’ll take half his business and probably more if they cut their prices.

Second, and more importantly, nobody needs their shoes cleaned; it’s a want not a need.

Maybe his customer wants to look good, like his dad looked. It makes him feel more confident.

Perhaps it’s for someone who likes the status of having someone wait on him. Once a week he gets to sit on a throne with a well dressed artisan who is applying the finishing touches to his appearance. As they say, ‘You can tell a man by his shoes’.

Perhaps it’s a signifier. He wouldn’t normally bother with his shoes except it’s what people like him are supposed to do. And of course not any shoeshine will do.

Anyone of these stories and transformations is available to the shoeshine boy as soon as he decides to make a difference.

However, knowing that this is the story your customer tells himself is not enough. You still have to act on it, open the door to the possibility, and organise your response around that story. This is what helps people understand that you are special, and this is the work that makes things better.