10 things I’ve learnt.

  1. Gut instinct: it’s more often than not right. When that little voice says, this doesn’t seem appropriate and the client won’t like it, listen to it and act on it.
  2. That thought in the middle of the night – get up and check it or write it down, you may have forgotten it in the morning and that could be very bad news.
  3. Loyalty works both ways. Obviously there are exceptions, the clients who like flirting around and trying to screw down good deals all the time with different agencies, get found out.
  4. Mistakes happen, but how you deal with them is critical. We once sorted out a client’s big mistake, with no quibbles – he’s still a client 20 years later.
  5. An interesting or unusual name is a boost to a brand, but remember that people have to be able to say it easily, and everyone in the organisation needs to be in agreement about its pronunciation.
  6. Multiple colour brand identities are not just for the screen, think about signage and possibly embroidery….
  7. Space planning – ask an expert, drawings can be deceiving.
  8. Facebook likes are vanity, profit is sanity. Being popular on screen needs to translate to a successful business, and that takes real marketing.
  9. Copy needs to be professionally written, a picture is not always worth a thousand words, and the use of those words is a part of your brand.
  10. Broccoli tastes better cooked just beyond al dente…