Nope, don't care what its called.

And why should I? If it doesn't tell me what it does for me, what does it matter if it is called Loft, Links or Lollipops. Case in point: McDonalds. I know exactly what it does for me, not because of the name, but because of the brand.

Unless the name does something for me as a customer - I don't care.

Customers care what you do for them. If we delay until we find perfection in a name, its not focusing on the brand. Focusing on what really matters for customers and delivering that is real branding. Don't wait, do.

Urban observation: Unlaced...

Cool people don't do laces. If they do it is with a reluctant, just kicked on air. From Cons to this season's latest sharp lace up high heeled, fur lined and spike heeled ankle boot, it just doesn't do to be too tightly laced.

There are designer and even bespoke unlaced shoes, songs, forums, books (Ok - not sure this one is at all cool) radio programs, a facebook page and many fashion and footwear pages dedicated to the unlaced. There is even a how to...to not do your laces.

There are obvious parallels. But I wonder...at what point did it become uncool to be laced, or even, in control? Was it the translation of the prisoner shoe to the outside world, Run DMC in the 80s with their Adi's or did it begin with the rebellion against the corset?

Unlaced, a small detail, but a perfect signal that members of the 'unlaced' tribe will notice.

Cook kicks picture credit: how's your edge.

the many different faces of brand consultancy

We are currently going through a process of selecting a brand consultancy to work with and we are amazed, scared and excited at the different responses to the brief.

Branding is an inexact art with many different interpretations (there are 4.3m Google image results for branding process) and certainly my brief wasn't perfect. We are focusing on a visual look and feel to move a logo-mark to true brand expression.

From the same brief we received straight to art, perceptual directions, initial strategic thought with no clarification, no questions and some brilliant questions back to our business. Confusion. But it is a useful process for the reflection back upon ourselves, refining and revealing our thinking and aesthetic preferences.

Tips for branding consultancies responding to a similar pitch:

1. Read the material given (sounds simple).

2. Ask more questions! The companies who didn't did not think things through properly and responded slightly off the mark.

3. Use visual stimuli: to help discussion, taking things away from terminology and into hearts

4. Some companies repeated back the reasons why we hired them as original thought. Nice validation but sounded strangely familiar...and patronising.

5. Get passionate - we're excited and we need our partners to be too!

6. Customise. Let the customer and need drive the process, not the other way around. A process by numbers makes a client feel like just another number.

For some other thinking on how to delight potential clients and show them that you 'get it', check out this article in campaign, comments on being memorable, great suggestions on all stages of responses from experienced hands via the IPA who mention the classic - chemistry (note, this is more specifically directed at advertising)

This is by no means a complete list - what has your experience been, from either a client or agency perspective?

Meanwhile - we are excited about heading to the next stage!