What you’re saying

A lot of brands try to “feel more human” but it’s surprisingly easy to get wrong. The trick is to stop seeing “human” and “warm” as general settings you can apply to a brand, and instead get more deeply interested in the people you’re trying to win over.

Once you’ve figured exactly what you’re supposed to mean to the people you’re for, things can get interesting. Great messaging sits exactly in that spot between audience understanding and value articulation.

A message can be accurate, but still too small to move people. The RSPB used to say “Giving nature a home” but this began to feel a bit passive, given the state of the natural world. When they switched to “Nature is in crisis. Together we can save it.” much more urgency started to come through.

We helped the RSPB bridge from that new brand message to an action-led campaign message they could run with for years: “There are so many ways to save nature.”

When you have a brand with a clear tone of voice, your messages go from ‘points made’ to continual confirmation of character.

As a venue hosting all kinds of entertainment, Alexandra Palace found itself suffering from what we call ‘Host Syndrome’ –  a paralysis of personality, caused by hosting a never-ending stream of big name acts with their own identities. We helped Ally Pally find its voice and use it with confidence.