I ran a brand consultancy for well over 20 years and as a team, we created literally thousands of logos and quite a few brands that you would know. The logo is one element of the branding, but it’s one that is easy to spend a fortune on without getting something you are totally happy with.
Design is a completely subjective thing and one person’s great is another person’s awful. So, only you can decide whether you like a logo or not. The great thing about this Artificial Intelligence design tool which is called LogoJoy is that you can create as many versions of a logo as you like, without having to pay. I have given LogoJoy a full review over here complete with plenty of examples of it in action.
Here’s a film to show you how to do it for yourself. You can honestly create a great logo in under ten minutes.
So that’s it. It’s dead simple and anyone can use this to create a great logo. With the artificial intelligence behind the system, it genuinely learns what you like and the more you use it, the more close it gets to something you’ll love straight away.
One thing I do mention in the film is the difference between pop songs and album tracks. When you have created a few options I would always advise you print them out and stick them on the wall. Don’t make an immediate decision. The one to choose is the one that grows on you and that isn’t always the one you love immediately.
They aren’t helping those who need help the most. At the same time, they are scaring potential students away and making the universities irresponsibly rich. They are also creating a future debt time bomb that will bring the country to its knees again, when it becomes clear that a massive proportion of the ‘loans’ are never going to be paid off, in the not too distant future.
Universities are no longer incentivised to deliver the best possible education, but rather strip back the contact time to the minimum they can get away with, whilst still achieving acceptable results. The focus is becoming about getting a result rather than learning to love a subject, inspire a new generation or just progress thinking in their area of study. I’m sure there are many exceptions, but with so many students coming from the middle majority who only got average A levels, standards simply have to fall, whilst universities just get richer.
Universities are now becoming ultra-powerful property owners and managers, creating a near monopoly for student accommodation in their city or campus. We all know that a position of monopoly will always drive competition down and prices up. This isn’t good news for students.
The university is no longer just taking the £9k tuition fee but adding an average of £500 per month for accommodation too, which adds up to £6k on top. Restrictions for private landlords are being added by the universities to make it harder for genuine competition to enter the market. Any graduate of my generation will have lived in some terrible ‘Young Ones’ style places as students and it probably made us appreciate how lucky we were to be gaining our free education and living away from home.
But graduating with £50-60k of debt is a bad thing. The thought of the debt is enough to put off some very bright young people who are scared of carrying that debt burden through their life ahead. Even worse when the government up the interest rate to 6% it is just asking to be bundled up and sold to the highest bidder, which means the graduate debtor will be pursued mercilessly for payback.
A reasonable earning graduate who becomes say a senior leader in a school by the time they reach 30 years old may be paying back £300 per month for their loan. They will also be paying into their pension at the same time. They may also be trying to buy a house or even bring up kids. It is just not possible to do all of these things at the same time unless you are from the very richest elite, where money isn’t an issue anyway.
If you don’t need a degree to enter your intended job, more and more will conclude that it doesn’t make financial sense to do so. As such, far less will actually go and our university sector will become ever more desperate cost-cutters.
There will also be millions of graduates who never get to the earning threshold to pay the loan back and little incentive for them to earn over it and start being hit hard by the payback they will face when they do.
So my solution is simple. Introduce proper means testing again, so the poorest get the most help, the richest get none and change the payback of a loan into a payment into a personal pension.
We should cap university tuition fees to a sensible level. Ensure class sizes are sensible too and agree a minimum amount of contact and one to one time.
We also need to cap accommodation fees so they are at least reasonable. £500 per month rent is the price of a small house per month to rent, not a single bedroom in a flat with five others who all share a kitchen – unless you are in central London.
And finally, add a new type of graduate tax, where they pay an extra few percent, but that tax goes into an individual pension contribution account for them to claim when they are old enough to retire – however old that may be by then. That way, they become self-sufficient and the state is paid back by helping them to provide for themselves in their old age.
University education should be free and accessible to everyone who is bright and motivated enough to pursue it. It can’t just be a right for the rich or those with the nerve to go massively into debt and mortgage their own futures.
As I work with some great theme parks, I am a member of the Themed Entertainment Association. One of the benefits of membership is their organisation of visits to some of the best the world has to offer, to see what they do and how they do it. And I have just come back from Puy du Fou, and can safely say that it is, without doubt, the best theme park in the world.
It’s a total one of a kind and without any of the conventional rides you associate with other theme parks. It draws in the local community, trains all its own staff through its academy, creates everything internally (even the shoes and costumes) and delivers spectacular, emotive and beautiful shows that you have to see to believe.
It’s been created by Phillippe de Villiers, the father of Nicolas de Villiers who runs it today (and who showed us around). The control Nicolas still exercises is phenomenal. It’s not like any other brand. If anything it’s a little like Google in the way they controlled their growth in the early years but this has lasted for 35 years already. He even interviews the shortlisted kids for the academy and watches every Cinescenie to be able to feed back to the managers where they could do the show even better. The level of detail they manage is unbelievable and even the back stage areas are immaculate.
We had a totally jam packed 48 hours and got to see behind the scenes of nearly every show. Here’s a summary of the best of them.
The first show I saw there and an amazing introduction to life at Puy du Fou. It’s filled with eagles, horned beasts, vikings and marauders, all backed up with huge explosions, gigantic flames and boats magically appearing from stage left and under the water, with the performers disappearing with it. Animals everywhere and a large cast. It’s an amazing start and an even bigger ending.
The Knights of the Round Table
It’s a story of Excalibur with Merlin, mermaids, sword fights in the water, horses walking out of the huge hidden caverns underwater and probably the simplest of the whole lot we saw. It’s great fun, has the best safety warning I have ever seen (hilarious) and I saw it twice.
The Secret of the Lance
This is a huge show that just keeps on growing. Spectacular horse riding, massive sword fights and jousting and flames everywhere. Then a disappearing castle, another HUGE castle that moves and rotates and amazing sounds and effects everywhere. There are things going on all over the place and we were lucky enough to get to see behind the scenes here. It was sooooo good, that a few times during the show I felt myself becoming a bit emotional.
This is a huge great roman spectacular played out in a purpose built amphitheatre that seats over 7,000 people. Again, it starts off quite small and then just grows and grows. The cast is huge and varied and whilst the story is their own version of history, it’s still truly amazing. Just look at the pictures.
I saw this one twice too. It’s the only inside show and simply massive. Perhaps a little hard to follow in french, but I found it far more enjoyable to just watch the show and ignore the story. It’s breathtaking but you aren’t allowed to take photos, so this is a sneaky one of the set, just as the flamenco dancers start going crazy. It’s quite reminiscent of Riverdance with horses and water and swords and explosions and…..
The Phantom Birds’ Dance
Now this was a real highlight. Again I saw it twice from two different seating positions. The first time from down in the pit gave a great view, but the second time, right at the back at the sides gave you far closer access to the birds. The show itself is incredible with beautiful, haunting music and a cast of over 170 birds. If you are going to sit at the very back, it’s probably best to shuffle forwards just a little so you don’t get pooped on by a vulture, like I did. There is simply noting like this anywhere in the world. It is totally breathtaking.
The Organs of Fire
This was the first night show I saw and can only be described as breathtaking (I’ve used that a lot haven’t i!). It starts with a lone violinist emerging, her dress lighting up and her floating around the lake playing music until she meets the pianist, who does the same. The orchestras appear, huge fountains emerge and an even bigger organ suddenly appears to add to the music and the gigantic party. I thought it was the biggest show I’d ever seen, but I hadn’t seen Cinescenie at this point!
Now this show breaks record after record. It’s the largest permanent show in the world with a nightly cast of 1,500, all of whom are volunteers. None of them get paid. There are 3,400 of them trained to play their roles and it’s held 28 time per year in front of a crowd of 14,000. For the volunteers, it’s a huge social and cinematic event and they train all year. It’s so popular that there are over 1,000 on the waiting list to volunteer and you can’t buy tickets for the event for another year. I won’t say too much about it but it is simply massive, incredible and beautiful (and hard to photograph). I have again, never seen anything like this. It started at 10.45 pm and went on until well after 12.15, so it’s a good long show too. It’s worth it for the fireworks alone.
The TEA Team
Being with the TEA gave us an all access pass to the whole site and the team that created it. It was a huge privilege and worth the membership in its own right. For only three days away it was completely exhausting, but to be able to get to see this place was worth it and i’ll be back to do it again.
Are you watching Nottingham?
It does however make me sad when I see references to knights, castles and even Robin Hood himself that my home City of Nottingham, can’t even get an attraction out of the ground to recognise our most famous son. The French have delivered a genius show that would draw in millions of visitors if it was created here. Nottingham still hasn’t delivered a single thing. So, Nottingham, please take note. Puy du Fou turns over €74m and is very profitable, filling every hotel for miles around with it’s 1.9 million visitors per year. A little of this would go a long way.
Where we stayed
The accommodation offer is quite new, but growing fast. They may look like simple tents, but they house a fabulously well equipped four poster bedroom with wet room, two bunks for kids and even decent wifi.
If you have kids you have to come here. If you don’t come anyway. It’s amazing, awe inspiring and unique. It’s the best kept secret and the best theme park in the world. And it’s my new favourite.
I have been with Natwest bank since my first day at University in 1984. My business banks with them too and so do all my family members based on my own previous good experience. I have paid extra for the ‘benefits’ of the Black Account at a cost of £24 per month for years and years, having been transferred over from the previous Private Banking Account, which I paid £200 per year for before that. I guess you could call me a loyal customer. So you would hope for some loyalty in return right? Err, wrong.
As you can see above, on the very front of the Natwest member Benefits site it says
Just one of the benefits of your Black Account We rely on our mobile phones so much these days, it’s comforting to know as a Black Account customer, you and your family members that live with you have such valuable cover. With Black Account mobile phone insurance, your mobile or smart phone is covered against loss, theft, unauthorised use, damage or breakdown, wherever you are in the world. You’re automatically covered but if your phone is registered, it may make the process quicker if you have to make a claim. Cover is for a maximum of four phones owned by you and family members.
But this simply isn’t the case. It turns out that unless you read the fine print, your family living at home are only covered if they are still in full time education.
My daughter who has finished her A levels and still has an open and unconditional offer to study Photography in Nottingham is not considered as being a member of my family as she was starting work the next day, despite still being 18 years old and living at home.
The ‘Benefit’ is administered by both Aviva and Carphone Whorehouse and despite having spoken to all of them, the claim is still being rejected.
It’s not surprising that people have little time and zero respect for banks as the brand they portray behaves completely differently to the one they live. You can’t trust banks and it seems you can’t trust insurance companies. And with a Five Star Defaqto rating, it makes me wonder whether they can be trusted too.
So, social media works if you want to get huge multinational companies cave in and start behaving reasonably. It does still trouble me that it is only those that shout the very loudest who get some form of justice, but in this case, Natwest, Aviva and Carphone Whorehouse have backed down and paid the claim for a new iPhone. Thank you – Particularly to Andy at Aviva Support. Now do us all a favour and change your policy to be more reasonable and cover all family members – or change your advertising to make it clear it is only for under 23’s in full time employment.
We saw recently that Tesco announced a quite staggering £6.4bn loss on trading. A huge headline figure, but in reality a total myth to allow the business the time and money to restructure.
The loss was caused by £7bn of one off write downs including a property write down of £4.7bn. Now, I’m no accountant, but if my maths are anywhere near right, this will meant they can reclaim at least £1.4bn in tax on their profits they paid last year and maybe claw some back from previous years too. So rather than lose £6.4bn, they have actually made £2bn in actual cash profit in the last 12 months. With me so far?
On the day that Tesco made the announcement, their share price fell by 5% to 223p. But in reality it had been at a low of only 150p during that same year and it is a huge growth in actual value over the same period. It’s at around 216p today. Hardly the sign of a business in crisis in the eyes of the market.
The disparity in their profit is far stranger when you consider how they got away with such a HUGE property write down when Helical Bar, the (mainly) London based Property Developer announced yesterday that their portfolio had increased in value by 27% in the previous 12 months?
Each of the other supermarkets seems to have followed suit with huge portfolio write downs, which only goes to confirm that it is another corrupt accounting practice each of them is employing to claw back tax.
Jack Welch, the former GE CEO said in a famous interview that with bad news, you have to get it all out fast, as it’s going to come out anyway. This feels to me what Tesco have done. They have painted a picture that is even worse than reality to shock the expectations lower.
This will give them the time, money and opportunity to take stock and rebuild the brand by putting in front line staff. They need to rebuild relationships with suppliers and build trust with customers. They need to listen, adapt and listen some more. And then they need to action their ideas fast, before the market moves again.
I was in London for a very early meeting last week and chose to travel out of Grantham on the East Coast mainline that is now operated by Virgin trains. It was always a quick route, normally cheaper than East Midlands Trains and in my experience anyway, dead reliable.
I have always have had high expectations of Virgin and their brand. They promise a lot with their values, so they have a lot to live up to.
And they didn’t just live up to them, they completely exceeded them. Perfect service, genuinely chatty, friendly staff and a great choice of breakfast options delivered to your table at no extra cost. (my bacon sarnie was lovely thanks) and free wifi that was fast enough to be usable for work.
On the way home later, they added a choice of hot meals or a selection of (very tasty) sandwiches and wine or beer and teas and coffees, again all included in the price. It just feels like they are being generous in every respect, even though the actual cost must be tiny, the perceived value and the warmth this drives towards the brand is massive.
Today i’m back on the slightly more expensive and slower East Midlands Train to Nottingham. Full priced menu, wifi that doesn’t work properly (It’s so slow that I can’t even load Speedtest.net to test how bad it is). The staff are still very friendly and I did get a glass of wine on the way home, so overall, i’m not particularly inspired to travel on this route again. It’s Grantham and Virgin for me.
So this proves that you can drive your brand values right through to your service standards and you can keep delivering them over and over again and find new ways to win over and delight your customers.
I am a big fan of Apple. I have been forever and at 49 years old, one of my claims to fame is that I have never owned a PC of any description. I had a few Nokia phones in the early days but that’s about it. I have been Apple through and through since around 1989.
But I won’t be joining the masses in buying the rather overpriced Apple Watch. I simply can’t see the point. It alerts you to what your phone is doing in your pocket and you’ll look like a dick if you talk to it (who really uses Siri other than to make it tell you jokes?). You’ll very quickly give up checking all of the notifications as they are so frequent anyway with five email and even more social media accounts on my phone. What’s compounds the misery is that being on Bluetooth all day will only make the battery life even more useless again. It’s bad enough having to charge my iPhone twice a day, but my watch too?
No, sorry Apple. This is a step too far for me. It’s not making my life easier. I’ll stick with my simple mechanical watch that tells the time. It doesn’t try and multi-task or be my personal assistant and it manages to wind itself just by being on my wrist. No batteries, reliable as you like and it glows in the dark so I can read it at night.
One of the most important elements of creating a brand is deciding who your audience is. Most of us think we know intuitively. And yet for me, really putting the work in here is often overlooked. The more you understand the needs, thoughts, desires and motivations of your REAL audience, the more fully you can wrap the brand around them. You create something they need before they realise they need it, rather than reacting to others.
So, in the last few weeks, Google have just admitted with Google Glass that they got this audience definition completely wrong at launch. It was aimed at techies and geeks. All of us have probably laughed at someone at a trade show talking to their glasses whilst recording everything they see?
So whilst there has been some celebration in it being scrapped as it has been unpopular with consumers for reasons of privacy invasion, its real use was in a professional environment.
With the need for medical staff to both protect themselves from litigation and bring in external help when they need it, Glass is perfect. It allows a paramedic at a scene to call upon external expertise in an instant. Who would laugh at that? And it also allows a doctor to record every part of a procedure and log it with a patient’s records, in case anything goes wrong, or more positively if anything unexpectedly goes right and they can refer back as to why.
So, good on Google for admitting their mistake and repositioning. It’s not often a product that was given such a big launch and failed is given a second chance. In the longer term, I can see this, or its derivative, becoming standard headwear for anyone who has to deal with the general public.
For years I’ve been avoiding avidly watching ‘The Apprentice’. Last time I watched it, I saw them attempt a dreadful rebrand of Margate. But this week, I was asked to give it another go and I found myself hating it even more.
The group had the task of creating a new dessert product to sell into the major supermarket groups and the team who did worse only managed to create and sell 15,000 units in their allotted few days, whereas the winners sold 23,500. So why do I think this is so wrong?
1. The competitors behaviour in the boardroom was horrific. Initially they worked as teams but were encouraged and delighted by the fact that they should back stab their other team members in front of “Lord’ Sugar. I’ve been in business for a long time and maybe I’m the naive one, but a situation where the other person has to lose for you to be able to win is not a situation I recognise or respect. I don’t believe it sustains good business.
2. ‘Lord Sugar’s’ feigned ignorance was appalling. He sneered at one of the competitors for referring to their target audience as ‘grazers’ If he genuinely didn’t understand this term, is he qualified to judge such a programme?
3. The situation itself was completely ridiculous. For young people to believe that it’s the norm to pop into a development kitchen and create a new dessert without even a nod towards costing it up properly (more Saffron anyone?) is bad enough, but for them to carry on the myth by pretending they had secured pitches in front of Tesco and Waitrose is even more ridiculous. For them to pretend that they then ordered units without any production ability or drawn out negotiation just perpetuates the stupidity.
4. And then it came to the judging. The esteemed ‘Lord’ Sugar decided who he wanted to belittle first. A young lady with an idea about a healthy eating restaurant chain emanating from Sunderland was literally laughed out of the boardroom. But what had changed? That was the business idea she had pitched to get onto the programme, so when did it suddenly become something worth ridicule? It was nasty and spiteful and all to do with bullying on TV. She had been set up for that fall since she agreed to join the programme.
For me, business is built on the old fashioned values of mutual respect, trust and hard work. Throw in some luck and grasping the good opportunities that present themselves, whilst knowing which ones to pass over, is the difference between success and failure.
The Apprentice is X Factor business. Nothing to do with ANY of these business values and everything to do with creating shocking TV and making money at any cost, despite how many people you harm on the way. If this is the impression we give young people about how business behaves, in my opinion, very few of them will choose to join us. Those that do will be horrendous colleagues trained in the very worst of business behaviour.
This isn’t an apprenticeship, It’s an ugly beauty parade that’s causing harm to the future of business.
It’s easy to be lulled into a false sense of security with social media.
We’ve lured a world famous actor to come and be our ‘face’ and recreate the look of Pulp Fiction’s Winston Wolfe.
We’ve produced a great series of TV ads with our new character ‘Mr Wolf’. They are genuinely different ads for the space in which Direct Line operate.
And then they throw it to the real wolves by using sponsored posts all over Facebook and their existing customers get hold of it.
There are have been 224 comments in the first 14 hours and as far as I can see, every single one of them retells a story of how they have been badly treated by Direct Line or commenting on Harvey Keitel’s decision to work in the insurance market.
For me, this can be nothing but bad for the Direct Line brand. Assuming most people have 250 friends on Facebook, these negative comments have already been seen by at least 50,000 people with a negative endorsement. If you add the 223 shares, this problem could be much worse than it first looks.
Compare this to the number of views on YouTube (only 3,573 after eight days) and you can see that the negative power has been at least FIFTEEN times more effective at reaching people. It may have gone viral, but hardly the type of viral they were hoping for.
Social media is both friend and foe. If you open yourself up to comments and feedback on such a public platform you need to be 100% sure you can cope with the responses. The old adage of ‘never asking a question you don’t already know the answer to’ may have been a prudent way of thinking before they ran this campaign.
I suspect a few people in the team at Saatchi (who produced the campaign) will be getting an ear bashing for their decision to try and amplify the positive effect of their advertising spend by engaging with Facebook and REAL customers.