The world’s greatest footballer, Pele, never looked better than in 1970. The World Cup’s first colour TV broadcast.

I met Pele. He signed my Limited Edition 1970 print of himself. I gifted it to my brother, Sam.

Many a drunken night, Sam wrestled me to the ground as I threatened to relegate, with one tiny sweep of a Sharpie, the world’s most famous footballer, from Pele… to Pete.

And it’s the same with brand. Detail matters. The real skill though, is knowing what detail matters.

Be interesting. Clarity beats creativity.  Simplicity always wins. Be consistent. Be distinctive. Own your differentiation. Don’t over communicate.

Get all these details right.

Because if you don’t, it could be the difference between you being the world’s best ever. And Pete.

Brand leads marketing leads sales.

So beware the marketer that does not understand and accept with sincerity, this hierarchy. Beware because this brilliant marketer is spending your money on making you famous – for nothing.

This is the brilliant marketer that switched KFC from ‘Finger Licking’ Good’ to ‘So Good’ (AKA nothing).

This is the brilliant marketer that switched BMW from ‘The Ultimate Driving Machine’ to ‘Joy’ (AKA nothing).

This is the brilliant marketer that switched Nationwide from nothing to ‘a good way to bank’ (AKA nothing).

Brand leads marketing leads sales.

So wherever you want to end up. Start with brand.

Here’s what it should feel like to do ‘mychael.co.uk’ work with me.

In my little brain, when appointed Associate Brand Director, I’m thumbing a ride with the founder.

Our journey is heady. Rousing. Endlessly interesting. Elbow out the window.

Chatting. Laughing. Exchanging whatabouts, no ways! and whatifs, alongside endless I’ve-got-your-backery.

Sifting superb ideas from the merely great.

I’m up front. Driving Brand and Commercial Innovation. Making what matters about your business more interesting to those we must engage.

And because I’d like to work with one new business in 2024, please say hello if you’d like to get acquainted. No rush. There’s time. Thank you.

I think businesses, freelancers, independents, whatever – should sometimes work for free.

I commented on LinkedIn once,”It’s as big a mistake to never work for free. As it is to always work for free.”

I got battered! No matter. My opinion remains.

Context is important. As is how much and often you do for free. As is due diligence on anyone you work with. As is ‘gut’.

Some for-free opportunities are fine. Maybe they’re cause-driven. Fun. Opportunities to learn. And that’s why I maintain, it’s as big a mistake to never work for free. As it is to always work for free.

Be ‘The’ in business. Not ‘A’. Because of perception and how you make me feel about me.

If you’re ‘A’ something… you’re an also-ran. Like them. Indistinct.

If you’re ‘The’ something… you’re preeminent. Unique. Opinionated. Interesting.

A good ‘The’ business, will stand up for, and out for – something distinct and ownable. They’re different. So if I believe what you believe, I’m hooked!

Nationwide’s goodness-knows-what-it-cost rebranding (2023) has the line ‘a good way to bank’.

Meaningless. Nothing to say, own or follow. A missed opportunity. They forgot to give me something to love.

My time will run out. I own nothing. I rent everything. Because one day, I’ll be gone.

I’m the temporary guardian of my body, relationships and businesses.

When I remind myself of these things, I write more freely. Design more boldly. Market more interestingly. Brand more dangerously.

It’s because, before my time runs out, I want to help myself and other business in the best way. If I ever sense I am settling for ordinary, samey or safe, I reawaken today’s opportunity by remembering…

My time will run out. I own nothing. I rent everything. And one day, I’ll be gone.

I love Sofia Coppola’s ‘Lost in Translation’. My eyes gobble it up. I am Bob Harris. At the bar. Ears full of piano, punctuated only by ice, tinking in my whisky.

The movie came to mind when with my gin maker friend. He answered all my ginny questions. Except one.

Provenance, quality, timeline, ingredients, packaging, tasting notes, botanicals, mixing… easy-peasy.

Then, I asked what drinking his gin said about me. To myself. To others.  How I felt… Silence. The story ended where it should have begun.

I love interesting. Pictures. Stories. Feelings. We all do. It’s where all business should start.