Giles OrfordNaming needn’t get nasty.We rehomed, and then renamed, two female kittens this week. It was a fraught negotiation. I promised democracy, and then in my excitement…Jul 14, 2021Jul 14, 2021
Giles OrfordThe vulnerable side of good strategyThe fundamentals of a good business strategy are, I believe, fairly well-known, yet it is true that we see the hallmarks of bad strategy…Jun 29, 2021Jun 29, 2021
Giles OrfordBias, Behaviour and Business: the traps to watch out for in pursuit of customer understandingAt the heart of business is the need to understand and influence people. Sadly, the emphasis is usually on the latter with a somewhat…Jun 15, 2021Jun 15, 2021
Giles OrfordA kinder way to startThere are countless articles that endeavour to explain why we procrastinate and some offer a path to managing it. You could do little wrong…Jun 1, 2021Jun 1, 2021
Giles OrfordFor productive brainstorming: Prepare, with pre-pairing.It drives me insane. I set up a session to brainstorm around an objective and provide all the background materials ahead of time so that…May 18, 2021May 18, 2021
Giles OrfordWho holds the key to your Brand Personality?My approach to Brand personality development borrows from a few different profiling techniques, dependent on the group I’m working with…Dec 22, 2020Dec 22, 2020
Giles OrfordThe beginnings of Brand Consistency.I had just completed Focusrite’s Tone of Voice, as part of a revision to their Brand Guide. I had also kicked off a glossary and lexicon…Dec 22, 2020Dec 22, 2020
Giles OrfordHow to get diversity and inclusion on your company’s agendaIf you’re reading this, chances are, you’re frustrated and you want to see change. Good. I’m hoping there are at least a few ideas here…Dec 22, 2020Dec 22, 2020
Giles OrfordSo you think you’re a designer.You have a clear idea of what you want to see, and as the conversations with the creative team begin, that idea develops. You can see the…Sep 22, 2020Sep 22, 2020
Giles OrfordFive Tone of Voice rules to DRIVE your business forward.I recall the moment I realised Focusrite was in dire need of Tone of Voice guides only too clearly, and yet I continued to ignore it…Sep 16, 2020Sep 16, 2020
