“It’s wrong to be right; It’s right to be wrong.” - Paul Arden, Creative Director at Saatchi & Saatchi[12]

consistent to his promise and identity. What makes a successful brand? The 6 words that summarise this section are: Consistent Authentic Congruent Transparent Aligned Coherent What do these words mean to you? How well do you feel they apply to you?

Principle 4 - Branding is as expensive as you want it to be.

“During a training I was giving in London, we got to the topic of people’s motivations to volunteer for charities. Most fundraisers believe that they know. They are full of assumptions as to why they think people volunteer for their charities. I tell them about the importance of focus groups and surveys: you can’t guess what happens in people’s min

You aim is to have a list of actions and behaviour you have that support your brand identity.

If you could change one thing in the world, what would you change? What is one thing that bothers you, that deeply annoys and frustrates you, and how would you like it to be in a perfect world? ………………………………………………… ………………………………………………… ………………………………………………… …………………………………………………

Case Study #1 In the 1920s Edward Bernays was asked to help the American tobacco to promote smoking to women and break the taboo in which it was only acceptable for men to smoke. Edward Bernays sent a group of young women to march in the New York City parade and light up cigarettes in public; believe it or not, a very controversial behavior at the

Engagement Cycle 1. Create interest so that people want to hear more about you 2. Add value to people who got interested in you: if they get value from you (tangible or intangible), they will want more from you.[**] 3. Build relations with people before asking them to trust you by buying products or services. Get to know them, be interested in who

Promoting yourself on social media without a brand identity is like buying a tractor before deciding what to farm. - Noam Kostucki