“Sometimes you can get a little too much sun, basking in the glory of building your brand. So much so, that you start hearing voices telling you “If you build it, they will come.” That line may have worked for Kevin Costner’s character in Field of Dreams, but advice like that can prove disastrous for a brand start-up. In this article Neil Osborne explains how great brands work a process to create both sales and success.

“A brand is a promise. And while great brands make sure they deliver that in every single customer interaction, few can say their promise is personified by a blue box. In the last of this series of articles, Neil Osborne explains how a brand that consistently keeps its promise across every aspect of its branding — from products through media, to emotional engagement and everything in between — can become a timeless icon.

“Willy Wonka was a genius. Not only did he create amazing, mind-bendingly wonderful chocolates and confectionery, but his people – the Oompa-Loompas – shared his passion. In the sixth of this series of branding articles, Neil Osborne explains how great brands are fuelled by a passion … that’s reflected through the face of its people.

“Every journey is better when you travel in style. And just like the best jean and boot brands, luggage is promoted for its style, impact and status, or its functionality. Simplistically, salon products are no different. In the fifth of this series of branding articles, Neil Osborne explains how the art of using push-and-pull promotion techniques is now joined by social proof … for your brand to gain trust, respect and attention in the salon marketplace.