Blog Brand Strategy

Bland Building: How to AI-Optimise Your Brand to Death

This isn’t an anti-AI post. Generative AI tools are brilliant for the short-term, performance-driven stuff—think targeting, testing, and refining creative.

But what about brand building?

Can it? Kind of. But should it?

Our Brand Manager, Keenan Erwin, lays out what brands stand to lose if they’re not careful.

The Lost Art of Unexpected Collisions: Reflections on MAD//UpNorth

It’s easy to get caught up in the excitement of a big event ‘first’ and react in the moment. But the real value comes later when the noise has settled, and you’re left with what actually stuck out.

Our Head of PR, Claire Morrison, took a beat after MAD//UpNorth to reflect on the real-world insights brands can use right now to cut through the noise and drive meaningful results.

What LEGO Got Right in 1974 That Most Brands Still Get Wrong

In 1974, LEGO knew they weren't just selling little plastic bricks—they were selling imagination. With this short note to parents, they championed creativity over convention and built trust and emotional connection with their audience at the same time.

Decades later, most brands are still missing the mark. So, what can we learn from LEGO’s genius?

Rugged Meets Relevant: How Stanley Nailed Its Brand Evolution

We’ve all seen it before. Legacy brands hesitate to innovate because of that one immovable element of the brand—heritage.

And rightly so. What if you alienate your core customers? What if you lose brand equity? What if people don’t like your new pink car?

Yet brands like Stanley managed to break convention and win. Our Brand Manager, Keenan Erwin, shows us how.

The Jaguar Rebrand: Misstep or Masterstroke?

Few things have the potential to blow up in Marketing Land like a global rebrand and last week’s Jaguar teaser was no exception. But now that Jaguar have revealed something of substance, we asked our team to kick the tyres and give us their take.

Selling ‘Brave’ to the Board

Our Creative Director, Jamie Axford, shares his thoughts on how creative leaders should sell ‘brave’ to the board.

Why Is ‘Brave’ Marketing so Often Surrendered to Challenger Brands?

Fortune favours brave marketers, so why does it feel so risky? A few hours into her new gig here at MadeBrave, our Bec Chelin aims to derisk bold work.

Brand Strategy Is Fast Becoming All Mouth and No Trousers

Imagine an architect who never has to build anything. Brand strategy detached from activation isn’t ‘consultation’—it’s a slippery slope to fluff according to our Head of Strategy, Mark Cullen.

Your ‘Bland Values’: A Lesson in Brand Differentiation

In a world full of brands vying for attention, too many fall into the trap of positioning themselves with "bland values"—aka, brand values that make them blend in instead of standing out.

In this post, our Senior Copywriter, Jamie Venters, shines a light on the pitfalls of boring brand values, and how steering clear can help you differentiate your brand and escape a sea of sameness.

People, Not Patients: A Shift in Healthcare Advertising

Traditional methods have become painfully ineffective in healthcare advertising, and as a result, healthcare engagement is moving on.

Our Creative Director, Jamie Axford, shows a new trend is developing where brands are adopting a language that’s more empathetic, more human, and, not surprisingly—far more impactful.

Three Quick Wins for Influencing Consumer Behaviour

Our Senior Strategist, Ross Macdonald, and Social Media Strategist, Laura Griffin, reveal their top tips from the weird and wonderful world of behaviour change communication.

2024: Our Predictions for the Year Ahead

Whether it’s climate change vs sustainability, artificial intelligence vs humanity, or the exponential growth of the creator economy, one thing’s for sure—2024 is shaping up to be monumental.

How’s it all going to impact brand strategy, marketing, creativity, and design? Our team have a few thoughts.