Having said all that about brand and no product, this is more of a "and why not?" idea. As it happens, I know just the producer for this and the branding and positioning just seems to work...I think.
Branding is sometimes about pure inspiration. It can come from nowhere - from empathy, from insight and from creativity. The brand ideas here exist in abstract; they have yet to find any material expression. In other words, you don't have to start with a product...why not start with a brand?
Couple of books on marketing (mainly for small businesses) already published. New editions coming up...honest I teach marketing and marketing communications in Greenwich, London. I'm also interested in music, theatre (I have written a stage play and a script for radio;working on the next stage play), writing fiction and drawing/painting. My shed/studio/writing room is finished - though the electrician STILL hasn't visited 3 years on. Also part of www.pleasewalkonthegrass.com.
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