Second Wind | Guiding principles
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A.

A brand is not an end in itself.
It’s job is simple. To make selling easier.
If a new tagline, campaign, logo, ad or colour doesn’t contribute to that, it’s just a wasted investment in decoration that goes unnoticed.

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B.

No one needs a 100 page document telling them what they should do. A concise plan that’s clear on implementation will always be the most effective communications strategy.

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C.

Sales and Marketing are a team. If they’re not working together, they’re not working. We believe marketing is at its best when it is supporting sales efforts and objectives.

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D.

No brand bullshit. This clip is from Professor Mark Ritson’s talk about Brand Purpose. It sums up our view on branding. Marketing is about selling, not fluff.