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  • WHAT'S YOUR BRAND'S

    CHARACTER? PERSONALITY? IDENTITY?
  • WHAT'S YOUR BRAND'S

    ROLE? RELATIONSHIP? STATUS?
  • DOES YOUR MARKETING BREAK THE AERC OF THE COVENANT?

    ATTRACT, ENGAGE, REWARD, and if possible CAPTURE the imagination.
  • SHOULD YOU STEAL SHARE?

    OR GROW THE MARKET?
  • 80% OF COMMUNICATION IS NON-VERBAL

    THAT'S ALOT BEING SAID BY SOMETHING OTHER THAN THE WORDS

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WELCOME to             The Brand Lodge

THE HOME OF BRAND AFFINITY PROFILING

A unique brand consultancy dedicated to building more innately appealing brands.

The Brand Lodge is a notional place in the communications high country.

Here brand owners and managers can come to refresh their perspective.

The notion manifests as a boutique brand consultancy built around the experience and proprietary I.P. of ex-Saatchi & Saatchi, Global Creative Director, James Sinclair.

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You’ll find our techniques give you a far greater vantage point on your positioning and a richer map of your brand to guide you for a fraction of the cost of the conventional advertising and marketing or branding and design agencies.

The fundamental difference with the Brand Affinity Profiling process is that it has been designed by a conceptual and strategic creative with extensive practical experience of how the process’s output is to be applied – rather than by planners, who do not. Or by designers who are by their nature focussed on the aesthetic elements of a brand ‘s identity, often making instinctive assumptions about how to represent aspects of the brand’s character and personality vital to creating a truly distinct and engaging differentiation.

Not that advertising and marketing agencies aren’t guilty of the same leaps of faith. Even if your instincts are good – its a hit and miss approach that is often the key cause for agency client disconnects – usually at a last minute stage in the production process costing a good deal of time, money and goodwill.

“One of our main objectives is to help brands avoid, having to peddle the sort of generic cliches so beautifully show-cased in the following film – for the want of a proper differentiation.”

This is a generic brand video

The film highlights exactly the sort of thing I want to help brands avoid like the plague.

It’s not nearly as amusing for the brands investing tens, or even hundreds, of thousands in frighteningly similar material doing nothing for their brand’s value.

WHAT BRAND WOULDN’T CLAIM TO BE,

HONEST, RELEVANT, INSPIRING, CONSCIENTIOUS, FORWARD-THINKING, CREDIBLE, RESPONSIVE, 

(… insert further positive adjectives here).

There is a vast disconnect between the various pyramids, triangles, diamonds, keys and the communications they are intended to serve. Too many unconnected adjectives – often the same ones cropping up time and time again, purporting to add up to a differentiated point of view.

“I wanted something better for the brands I work with.”

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WHAT KIND OF BRANDS CAN BENEFIT?

The Brand Affinity Profiling process can be applied to any size and variety of brand.

Certainly not limited to the sort of brands that can afford a beautiful if vacuous brand film. It is as effective in helping smaller regional concerns as  multi-national brand-houses like Proctor and Gamble.

Whether you’re creating a brand from scratch

or

An existing company looking to revitalise current equity,

or

An individual in the public eye – celebrity,  sports star, or politician

or

Anyone seeking to stand out in the social media melee.

Whichever stage you’re at you will be facing the same challenges and objectives faced by all brands.

How to differentiate in a manner that will attract and engage customers and keep them coming back for more.

LEARNING FROM THE WORLD’S MOST SUCCESSFULL BRANDS

From a 21st century phenomena like niche fashion brand, Spirithoods, to P&G’s jewel in the crown, Head and Shoulders (the world’s biggest selling shampoo). Grand old dames like, Ford Motor Company to relative upstarts, like Sony Playstation (the world biggest selling console manufacturer). Or from renaissance brands, like Johnnie Walker (now the world’s number one selling whiskey brand).

I’m privileged to have been a part of their rich histories and helped to significantly increase their brand’s value.

And the reason is as old as the hills.

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DIFFERENTIATION

The holy grail of brand communications.

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fish cupsIt’s not WHAT you do….

Never in history has the above phrase been more relevant than today.

Especially for brands.

In our age of saturated markets, and media channels – everyone’s a broadcaster – so it’s never been more important to have a distinct and appealing differentiation.

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….but THE WAY that you do it.

The secret to a truly engaging differentiation is incorporating not just what you do (your skills), but the way you do it (your character and personality).

Because it is the elements, your traits and values associated with the way you (your company and products) operate that your customers will most relate to or, in other words, with which they will find the most affinity.

My solution – the Brand Affinity Profiling process.

Based on 25 years of success in brand communications the Brand Affinity Profiling process creates a far richer map of your brand. The resulting positioning incorporates not just your product’s functional benefits and the more familiar aspects of brand identity, but also the harder to define aspects of brand character and personality that unify the more emotional benefits along side the rational.

This richer suite of rational and emotional elements contribute to your customer’s natural affinity with your brand.

Our USP and promise to you.

To help you define a differentiation that captures a new level of brand / customer affinity.

“Get it right and your brand will stand out like a familiar face in a crowd”.

SERVICES AVAILABLE VIA THE BRAND LODGE.

For the sake of flexibility to match the scope of projects and budgets James’s consultancy and freelance services are available either as an individual supplier,

or

As a creative director and brand equity guardian – maintaining a consistent strategic overview while managing and co-ordinating creative and production disciplines as required from a suite of  tried and trusted suppliers.

Updated Creative Sevices

CORE DISCIPLINES ARE SHOWN IN RED

Services in other colours are delivered in collaboration with tried and trusted partners.

James’s overview ensures properly integrated communications and consistency in the reflection of your brand equity across the breadth of suitable media channels.

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To improve your customer / brand affinity,

Please send brief details of your ambitions for your brand and

I will then arrange a convenient time to call you back.

Let’s talk about your brand. 

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