Suggestion vs. Description
By Andrew Piper, Global Creative Director The assertion that the ‘Law of Description knows no morality’* is expressed, at its most brutal, in a crime scene photograph or, in a more everyday challenge,...
View ArticleThe language of Brand Desire
By James Wallis, Senior Consultant at Clear Europe A brand can’t be desirable unless it means something specific to people. This meaning is established through our experience of each and every brand...
View ArticleThe Language of Cool
By James Wallis, Senior Consultant at Clear Europe The language of cool is employed by sexy, risk-taking brands that appeal to our love of novelty, excitement and fun. There are three major themes that...
View ArticleWhat do you mean?
By James Wallis, Senior Consultant at Clear Europe Are you a real brand, or are you just a product with a name and some advertising? Any strict taxonomy of marketing wouldn’t tell us the difference – a...
View ArticleDesigning Authenticity
By Andrew Piper, Group Creative Director Nothing beats great service, but great design is critical in a market where staff churn is high and serving is not considered a career. What are the touchpoints...
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