ico Design3 TRAITS OF UNSUCCESSFUL BRANDS: #3 Failure to simplifyThe inability to be succinct is a critical failure of many brands3 min read·Mar 9, 2022----
ico Design3 TRAITS OF UNSUCCESSFUL BRANDS: #2 features over benefits.Businesses love to list & list & list — but what does this mean for customers?4 min read·Jan 10, 2022----
ico Design3 TRAITS OF UNSUCCESSFUL BRANDS: #1 Bad benchmarkingWhy looking over the fence at your competitors isn’t everything.4 min read·Nov 22, 2021----
ico DesignNot lost in translation. How to launch an overseas brand in Britain.Why Asian businesses need to nuance their brands for the UK.4 min read·May 25, 2021----
ico DesignWhy is a terrible name often a great brand name?Naming a product or service is a strategic and strangely emotional challenge for any business. Here’s some sound advice.5 min read·Apr 26, 2021----
ico DesignConsultancies talk transformation, but many don’t look fit to deliverProfessional services companies love talking about radical change—why don’t they appear to practice what they preach?4 min read·Mar 12, 2021--1--1
ico DesignFrom Peak Booze to Gen NoLoNow Booze Britain is finally sobering up, what are the challenges for lo-alcohol beer brands?3 min read·Feb 18, 2021--1--1
ico DesignCannabis branding — time to turn over a new leaf?Just because something is universally recognised doesn’t make it a credible branding asset.2 min read·Sep 1, 2020--2--2
ico DesignLearning to love user-generated contentIt’s unpolished and raw, but UGC is a powerful tool for today’s brands.3 min read·Feb 19, 2020----
ico DesignWhy investment shouldn’t define your brand.A brand makes your product or service more valuable — not only in the long game, but in the short-term.3 min read·Oct 2, 2019----
