Monday saw David Cameron launch StartUp Britain, a private sector initiative designed to stimulate entrepreneurship in the UK. With the support of 62 organizations including Microsoft, Google and eBay, StartUp Britain will pledge discounted services including broadband internet, computer training, free advertising, consulting, mentorship and even discounted rent to startups.
Let me state the dumbfoundingly obvious: most non-profit organizations operate on very tight budgets. So, understandably they deem the most direct need of their end users to be the best area to focus their efforts, and money. Quite rightly so, but the beneficial can also be a little more abstract, for instance; a homeless charity could consider providing shelter for the night, or a soup stand as being paramount, which seems fair enough—but what if the homeless aren’t aware of them or where they are? In that scenario investing in a ground level awareness campaign would make sense.
Depending on who you ask, the mention of branding will get you some very different responses. Some may wield crucifixes against you and proclaim the number of the beast, others might confess their addiction to vintage Adidas trainers, rave about their favourite cereal or rehash tabloid stories of how so and so charged $4 million for just italicizing such and suches logo. One thing you can be sure of is that branding is a subject everybody has an opinion on.
I want to talk for a minute about the relationship between the client and the creative, and why listening really is a habit that pays off at both ends. I’ll be dabbling in the dark art of the obvious analogy, so bear with me.