Articles by Lindsay Wise

Article | 30th May 2022

The Purpose of Personas

At some point in a brand project, we’re faced with a persona. These can have many names, marketing/buyer/user persona, but they are usually a one slide archetype that represents an idealised customer.

Article | 14th Dec 2021

Target markets: defining who you’re really talking to

Every once in a while, I’ll read a brief and stop in my tracks when I get to the target audience section. I can’t help but think, “you think you know… but you have no idea.”

Article | 2nd Jul 2021

Brand Research Tips

Research. It’s a polarising topic. Rarely do we see research apathy: you either love or hate it. If you love it, chances are you’ve seen the value – it’s given your brand clarity or strengthened your marketing strategy. But if you hate it...

Article | 27th Apr 2021

Your Employer Brand is Your Brand

To understand what it takes to create an effective employer brand, it’s essential that we’re on the same page about what exactly an employer brand is, and why it's important.