Paul Bailey’s Post

Brand Strategy Director at Halo (Cert B Corps)

Great ideas don't sell themselves. I'd add that great work alone doesn't sell an agency. Really important points from John Scarrott in Design Week on the need to sell ideas. The art of persuasion is very often lacking in agencies. #strategy #sales https://lnkd.in/eNbV5Rq

Great ideas sell themselves... or do they?

https://www.designweek.co.uk

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Nick Day

Independent Hotel Brand and Marketing Consultant

I think another related problem is that many design firms and agencies don't see the full value in good marketing. They just feel "we have great work, people will come to us."

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Geoffrey Colon

Better Living Through Creativity | Senior Director, Digital Marketing at Dell Technologies | Microsoft & Ogilvy alum | Author of Disruptive Marketing (2016)

This is great. The art of persuasion and influence is lacking everywhere. I just met with a team here who thinks they can launch a product without doing anything to influence people. I just don't get why people think an idea will find an audience.

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John Scarrott, PCC

Credentialed Coach | Communications Skills Trainer

Thanks Paul, this is so true. My guess is it transcends design agencies and applies to pretty much any professional.

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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I was so pleased to be asked to contribute to this amazing book on brand and branding. I don’t think Rob Meyerson knew how influential this book was during the early years of my shift from design into brand strategy. I urge anyone with an interest in brand to buy this new edition (and that isn’t because I’ve contributed. Honest) (RIP Alina Wheeler ) cc Halo

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"No one does it alone." That mantra of Alina Wheeler's took on new, deeper meaning for me as we dove into revisions and new content for the sixth edition of Designing Brand Identity (https://a.co/d/hFxOf3M). Unlike my naming book, which was mostly a dump of my own ideas (with input from a handful of other experts) on one specific topic, Designing Brand Identity covers a VAST array of topics—it's like an encyclopedia of branding. Sure, I know a thing or two about package design and typography, but do I have a nuanced, up-to-the-minute POV based on years of in-the-trenches packaging and type experience? Nope. We needed experts. And boy, did we get them. This is just a partial list of the amazing team of collaborators we assembled to review, update, and share insights on specific topics: - Alex Center of CENTER (Packaging) - James Edmondson of OH no Type Co. (Typography) - Paul Bailey of Halo (Evidence-based marketing) - Enlisted Design (Product design) - Sarah Robb of Brand Strategy Academy (Why invest) - Perry Gattegno of Litwin Kach LLP (Intellectual property) - Alex Foss (Conducting research) - Rob Goodman (Content strategy) - Kathy Mueller of Klein College of Media and Communication, Temple University (Advertising) To all of you and everyone who provided insights and updates, thank you! This edition is so much stronger with your input; we couldn't have done it without you.

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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The is big (and very sad) news. Design Week is closing. Design Week used to be the publication you wanted to be in. When I ran my own agency, it was a proud moment when we got some work added inside the printed magazine. As I moved through my career, I began to contribute to Design Week, firstly via their weekly VoxPop and latterly by writing some articles. This was an excellent way for me to get to know figures in the industry, as well as get known myself. This may be reflective of changing media habits, but for me this is a real shame. I feel that design still has a huge part to play in how the world is shaped, and Design Week could have played a part in that. I’d like to wish everyone who was at Design Week all the best for the future, particularly Tom Banks Remember, design isn’t about the thing you create, but about the kind of future you can shape. #design https://lnkd.in/eM74TU_K

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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Idea for Tesco - next Christmas, why not extend your tagline by two letters. Every Little Helper

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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Thought I would reshare this bit of 'light research' on the role of colour in distinctive assets for brands. It is a couple of years old now, but hopefully still useful. https://lnkd.in/d5v2Hmsi

Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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Colour – can a brand ‘own’ one, and is there any point? I asked twitter, and twitter responded with some very wise words. #brand #colour

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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For me, Guinness is the brand of which the distinctive brand asset is best used – white on top of black. From these surfboards to the recent film showing the Guinness Foot Pints, they seem to find a never-ending supply of relevant ways to bring their brand assets to life. https://lnkd.in/eN5gd7K8
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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
3d
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'We have a source of quantitative data that’s measuring what people do, rather than what they say they'll do.' #ShareofSearch #research Halo Ellinor Valtersson

Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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Here at Halo we make great use of Share of Search. Whether B2B or B2C clients, we use it for brand tracking and competitive set trends, amongst other things. In this article, brand strategist Ellinor Valtersson introduces us to Share of Search, and why it is valuable to businesses. With reference to its two founders – James Hankins and Les Binet – have a read and let us know what you think. #shareofsearch #competitiveset #market #research

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
4d Edited
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Here at Halo we make great use of Share of Search. Whether B2B or B2C clients, we use it for brand tracking and competitive set trends, amongst other things. In this article, brand strategist Ellinor Valtersson introduces us to Share of Search, and why it is valuable to businesses. With reference to its two founders – James Hankins and Les Binet – have a read and let us know what you think. #shareofsearch #competitiveset #market #research

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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If you’re defining your brands audience, you don’t want to get granular or hyper-targeted. You want to hit as many potential category buyers as possible. That is how brands grow.

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
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The climate is changing. Businesses shouldn't have to. Lovely piece of subvertising here by Oli Frost x Glimpse + Utopia Bureau

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Paul Bailey

Brand Strategy Director at Halo (Cert B Corps)
5d
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Here are the Design Week top 10 biggest rebranding stories of 2023. I can't speak for many of them, but I was lucky enough to see the strategy work by Thisaway for the Team GB brand, and it was top, top notch. https://lnkd.in/exEZuDpF

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Paul Bailey’s Post

Great ideas sell themselves... or do they?

https://www.designweek.co.uk

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