Matt Hicks, Head of Strategy and Content at B2B agency Lesniak Swann, explains how to reach disparate audiences and the importance of having a ‘centre of gravity’ for brand messaging that goes beyond top-level positioning.
The word “brand” originates from the Old English word to “burn”, which all things considered is a bloody weird thing to base a marketing strategy on.
We’ve come a long way from burning a logo onto the arse of a cow, or inscribing it on a Viking sword in order to indicate superior technology; in our experience, there are very few burned cows in marketing nowadays.
