Journal

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POV*: How to unearth a position

Positioning is about finding a simple, powerful expression of everything the brand or organisation is about. And then putting this at the heart of everything. Here are our 15 pieces of advice for how to find one.

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The story about seven universal stories

Have you heard about the idea that there have only ever been seven basic story plots? Fact or fiction, we liken story plots to positions and explore how the art of bringing them to life is as important as having the idea in the first place.

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Brand purpose. Love it? Hate it?

The runaway, electrically charged juggernaut of brand purpose shows no signs of slowing down. Or does it? We get under the bonnet and take a closer look.

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What about Robert?

Discover what it took for Robert Zimmerman to reposition himself not only in his audiences’ minds, but probably in his own mind too. Helping him to become one of the greatest singer-songwriters of our time.

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I have a dream

We examine what Martin Luther King can teach us about painting a rich picture of how a different world could look – a vital component of any position.

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The Questions We Asked: JW Lees

The Questions We Asked goes behind our work and gives an insight into the issues or opportunities our clients were grappling with prior to briefing us. Sarah Dunning, CEO of The Westmorland Family, takes up the thread.

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POV*: Plugging the boardroom into the frontline

It’s easy to think that cracking a bold vision for an organisation or brand will lead to success. The problem is that a vision, as the word suggests, is only a concept for the future. The hard part is turning it into reality. This can be overlooked and is often more challenging than agreeing the vision. For the last ten years, Squad has worked with clients to turn boardroom strategy into frontline creativity. This, our fourth POV piece, seeks to distil some of our learnings.

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Solve the right problem

How the Oakland Athletics set a new American League record by understanding the problem they needed to solve. One of five stories that inspire and define our philosophy as a business.

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Work in partnership not silos

Discover the collaborative song writing process of Lennon McCartney that not only revolutionised music but popular culture. One of five stories that inspire and define our philosophy as a business.

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Work like you’re making a movie

What Toy Story 2 taught Pixar about the importance of people over ideas. One of five stories that inspire and define our philosophy as a business.

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