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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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ABOUT ‘BETTER’

The founder of the Meantime Brewing Company, Alistair Hook is known as the god
father of modern craft beer. When asked to explain the difference between a craft
brewery and a non-craft brewery the response was interesting. “It depends on the
person who’s buying the beer and whether they think it’s better” was the response.
The key word here is ‘better’.
Truth is every beer is someone’s favourite because taste matters. Everyone else is
wrong.

When a marketer comes along and says “This is better,” he’s wrong. What he
actually means is “This is better for someone and it might be you.”

Empathy is at the heart of marketing.

Sonder is defined as that moment when we realise that everyone around us has an
internal life as rich and as conflicted as ours.
As a marketer then, we have little chance of marketing to others by insisting they do
what we tell them, that they realise how hard we’ve worked and how important our
cause is.

Our job as marketers is to find a spot on the map that some people want to find, not
a selfish, unique selling proposition to maximise our market share but a generous
beacon so that people can find us.