June 2023


It is possible to be too clever.

And when you’re too clever about your own product.

This can happen:

  • You sound like everyone else.
  • You’re boring.
  • You say things I don’t care about.
  • It’s clear you don’t know the most important thing about your product – to me.
  • You tell me so much, that I remember nothing.
  • You don’t tell me the one reason why I should buy you, and not them.
    So I don’t.


I’m older now.

(Like that George Michael Song).

So I can’t be bothered going on (too much) about the importance and theory of brand.

And why left brain people find the subject I am writing about hard.

And why right brain people find the subject I am writing about easier.

I talk about chocolate bars instead.

Chocolate Bars.

I say things like this.

After pulling two chocolate bars from my bag:


Here’s a Snickers and a Kit Kat.

Which do you want?”

Then I pause.

Then they choose.

Then I go on.

(Sometimes, they like me more when I’ve fed them chocolate…)

“If you sold Snickers, because you’re you and you want me to buy it, you’d probably talk about it being peanutty.

And chocolatey.

And under a quid.

And caramelly.

And if you sold Kit Kats, because you’re you and you want me to buy it, you’d probably talk about it being wafery.

And chocolatey.

And under a quid.

And snappy.”




Pretending to be interested.

“But if you were building a brand.”

I’d say.

“You’d tell me the Snickers would stop me being hungry.

And you’d tell me the Kit Kat was a nice wee reminder for me to take a bit of downtime.”

Chocolate Bars. 

OK, so this isn’t exactly Al Reis and Jack Trout-level analogy.

But it does, sometimes, help.

And it involves chocolate.

So even if they don’t say a word and just sit there chewing.

I can growl at them.

Grab what’s left of the Kit Kat.

And eat the rest myself.

‘Can’t lose.

What a great word ‘giddy’ is.

It’s a great feeling too.

Maybe the best feeling.


Today, I mention ‘giddy’ in the context of me advising business leaders about business and brand.

‘Quite a serious job.

Considering the impact associated with doing it well or badly.

So when I was asked how I want my work to make business leaders feel.

I surprised myself when the first word that came to mind was… giddy.


You see, I think most marketing is boring.

And that most marketers are boring.

I think that (just) tracking activity is boring.

I think that (just) tracking engagement is boring.

I think that (just) researching, analysing and writing plans is boring.

I think that almost all websites, brochures and social media stuff is boring.

Because I think that the very best business communications comes from things that people like me don’t do very much of.



Being silly.

Being funny.

Being really (really) different and daring.

Breaking the rules.

Going with your gut.

And remembering that if you’re not getting people’s attention.

It doesn’t matter what you say anyway.

Because no one’s reading.

It’s a feeling.

So anyway.

Instead of aiming to keep your client ‘happy’.

Or ‘satisfied’.

Aim for giddy.

Even the part of the definition that says ‘out of control and anxious’.

That too.

And if you can’t recall what ‘giddy’ actually feels like yourself.

If it all makes you feel rather nostalgic.

Then there’s a life lesson in there too.

You ‘Get Giddy’ first.

Then once you remember how bloody great it feels.

Gift that feeling to them as well.


It’s the future.

(If you want).