Does branding actually pay for itself?

Wally Olins, one of the most respected names in branding, put it simply:“There’s only one true way to gauge the value of a brand, and that is to sell it.” In other words, you can talk about branding in abstract terms all day, but the real test is what happens at the point of sale. […]

Why the first thing we build is never the logo?

A client came to No.10 recently. He was starting a new business – aerial surveying, mapping work and landscape documentation. I’d worked with him many years before, for a previous venture. Back then, the brief was simple: a good-looking logo and a pretty website … and that got you a long way. We started the […]