SHUT UP AND DON’T SAY ANOTHER WORD.

It’s been around for at least the 40 years I’ve been in business. I thought by now it would have gone away. But it hasn’t.

shut-upJust recently I was giving a presentation on branding when another speaker (a ‘communications coach’) came out with one of the most ludicrous myths ever to enter the sales and marketing arena.

According to this barmy idea , what you say isn’t that important. That’s because, according to this codswallop, our communication spectrum is split up into three isolated parts: voice, intonation and body language. In this ‘model’, the actual words we speak represent only 7 per cent (yeah, just a measly seven per cent) of our overall communication, while intonation (tone of voice, pitch, etc) represents 38 per cent, leaving body language the key influencer with a staggering 55 per cent of the total impact. Continue Reading…

WHEN YOU CAN’T BE CREATIVE, GO FOR BAD TASTE?

Well, at least that’s what Fiat appears to have done with its ad for the new Fiat 500X.

Billed as the ‘official ad for the US Superbowl’ it was shot in Italy and fiat500 womanfeatures an elderly Italian couple in a bedroom where the woman is feeling amorous. The old guy goes into the bathroom to get his little Viagra pill, which he throws at his mouth, but misses and the pill goes out of the window. (He not only needs erectile help, he needs to take a visit to SpecSavers.)

It then goes on a journey, bouncing around from pillar to post until it finally ends up in a Fiat 500X’s petrol tank. You then see the car start to develop bulges in various places on the car body as the Viagra starts to take effect. Continue Reading…

This website, like me,
is pretty old now.

As you can tell, I haven't been here for a while. Sorry about that. But the truth is, I've been really, really busy. I'd thought about closing the site down, but then I figured that visitors might still find some of the content useful in building their business or personal brand. So for that reason, I've decided to keep it live for a little while longer. When I have the time, I might even add some new stuff (don't hold your breath for too long though). But for now, please read at least some of the blogs on this page. Who knows? It may just give you a better insight into how strong and successful brands are built. And in the unlikely event you need to contact me, you can do so using my email address:
james at branddoctorconsulting.com. Have a great day.

Brand Doctor: A brief bio.

I’ve spent nearly 40 years in advertising, marketing, design and branding. Starting life as a graphic designer and copywriter, I worked for Top-100 companies. I then progressed to heading up brand consultancies responsible for sales and marketing, branding, corporate identity and advertising for Yellow Pages, Virgin, AVIVA, EMI and British Telecom to name a few.

Throughout the years, I’ve also helped smaller businesses dramatically improve profits through building a powerful brand. (Not-for-profit organisations have seen their donor income increase using my brand approach too.)

I’m also a qualified psychotherapist. How people think and behave is crucial to knowing how to brand a business, and with 15 years of experience in the field of psychology, I'm better equipped than most to deliver brands that connect and engage with customers.

Psychology is a rare ingredient in marketing, but it should really lead the way. My psychotherapy work greatly influences the approach to branding I teach and formed the basis for my international best-selling book Branding Your Business.

‘James gave two consecutive keynotes for the past three years at our annual Indonesian Superbrands Conference. He is a breath of fresh air, bringing clarity and understanding to an audience of 400 senior marketing executives hungry for knowledge of ways to create leading-edge business and branding strategies.

James also gave two brilliant keynotes on the subject of sustainability, in advance of his new book The Starfish Business. He is now a Member of the Board of Advisors, Most Valued Business Indonesia, an exciting new initiative to recognise brands not just for their revenue, but for their social responsibility.

Whenever James comes to Indonesia, his fans eagerly await the latest from the Brand Doctor – and they are never disappointed. Thanks James – and good luck in all you do.’

– Alistair Speirs OBE
Chairman, Superbrands Indonesia
and Most Valued Brands

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