# mark-making*

> Creative agency for pioneering B2B organisations


## Posts

- [Impact Report 2023–24: reflecting honestly on a testing period](https://www.mark-making.com/impact-report-2023-24-reflecting-honestly-on-a-testing-period/): Our 2023–24 Impact Report is an honest reflection on resilience, learning, and what we're building for the future. Impact isn't always linear.
- [Walking the walk](https://www.mark-making.com/walking-the-walk/): Armed with hiking boots and empty bellies, the mark-makers set off to "walk the walk" for our belated summer social. The day started at FarmEd, a pioneering regenerative farm , before a trek back to Chippy that took us right through Diddly Squat Farm. It was a fantastic afternoon of sustainable food, scenic views, and wandering conversations.
- [What the Green Cross Code Man taught us about making cyber security human](https://www.mark-making.com/what-the-green-cross-code-man-taught-us-about-making-cyber-security-human/): Stop, look, listen before you click. Steve argues cyber security needs a human-centred national campaign, making online safety as memorable as the Green Cross Code Man's road safety lessons.
- [A B2B lesson in rocket science](https://www.mark-making.com/a-b2b-lesson-in-rocket-science/): “I worry that B2B marketing is a glorified extension of the sales team. That’s not where the value is.” Rory Sutherland B2B needn’t mean Boring to Bland Let’s face it, B2B marketing sometimes feels like that moment just before your morning coffee kicks in. A little sluggish. Functional (just). Not exactly bursting with excitement. Meanwhile, B2C marketers are already buzzing around, with their vibrant campaigns and emotional storytelling. But what if I told you that B2B could be just as engaging? Just as captivating? And it ain’t that hard to make it so (though, admittedly, it can sometimes feel that ...Read More
- [Winning the British Bank Awards, again – and why it matters](https://www.mark-making.com/winning-the-british-bank-awards-again-and-why-it-matters/): Celebrating our 30th anniversary with a third British Bank Awards win feels like more than recognition. It’s proof that consistency, creativity and genuine partnership aren’t just buzzwords – they’re what keep us thriving in financial services.
- [Decomplexify B2B with simplicity](https://www.mark-making.com/decomplexify-b2b-with-simplicity/): Less really is more “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.” Hans Hofmann In the complex world of B2B marketing, there’s a common misconception that complexity equals sophistication. We often believe that intricate products and services demand equally deep messaging and ornate visuals. But this approach often backfires, leaving audiences confused and disengaged. Sorry. Let’s try that intro again. But in simple terms In B2B marketing, people often think complex means better. They believe if a product is hard to explain, the message and design should be just as detailed. But this ...Read More
- [Hi-ho! It’s back to Hidcote we go.](https://www.mark-making.com/hi-ho-its-back-to-hidcote-we-go/): The mark-makers were back in action at Hidcote Gardens, getting stuck in as part of our goodmarks* initiative. With sleeves rolled up and wheelbarrows at the ready, we revisited one of our favourite volunteering spots to support their brilliant biodiversity work. From rock borders to pollinator prep, it was a day of sunshine, soil, and shared purpose.
- [Seeing is perceiving in B2B](https://www.mark-making.com/seeing-is-perceiving-in-b2b/): How is perception perceived? Perception is a powerful force. It’s not just about what your brand does but how it’s seen, felt and remembered. In the B2B world, you might think that decisions are often driven by logic. But the notion that we all turn into emotionless robots the moment we scan our ID at reception is, well, a bit illogical. Perception is an image-defining, feeling-inducing concept that can make the difference between being shortlisted or getting sidelined.  That said, it seems perception in B2B brand building is largely ignored. So let’s explore why perception matters and how to harness ...Read More
- [Unlock your B2B brand with key messaging](https://www.mark-making.com/unlock-your-b2b-brand-with-key-messaging/): “Do not try to do everything. Do one thing well.” Steve Jobs One plus one equals millions The founder (ahem, co-founder) of one of the most revolutionary tech businesses ever seen knew a thing or two about things. And he knew a lot about selling something.  It was a while ago now, but the original iPod remains a brilliant example. It only did one thing. It played music. And, at the time, there were loads of ways you could do that – many of them similar to the next. But – and it’s a big but – Steve knew how ...Read More
- [Imagination is a B2Beautiful thing](https://www.mark-making.com/imagination-is-a-b2beautiful-thing/): “To raise new possibilities requires creative imagination.” Albert Einstein Try to recall the last time you saw something imaginative and thought, ‘wow, that’s clever’. Or, as we creative types think when confronted by something along these lines… ‘Bugger. I wish I’d thought of that.’ Most of the time, it’s bringing the blindingly obvious to life in unexpected ways that knocks our socks off. Others, it’s seeing something completely off-piste that shakes us out of our conventional thinking for a minute or two. However it consumes us, imagination is something all the best creative ideas have in common. And it’s the ...Read More
- [Putting data to work in B2B](https://www.mark-making.com/putting-data-to-work-in-b2b/): Data. It’s the new oil, but is it the be-all and end-all? For a long time now data has been fuelling decision making in the corporate world. Makes sense. We consume a lot of stuff. And today, we utilise digital platforms for nearly everything. In fact, the average person produces 1.7mb of data every second, and that leaves a lot of footprints. And, wherever there is a record of something, inevitably data can be obtained, reviewed and utilised (monetised, as well, of course).  But what does that mean for B2B brand building? Well, there is a lot of reliance on ...Read More
- [mm* hosts a webinar on brand building with B2B campaigns](https://www.mark-making.com/mm-hosts-a-webinar-on-brand-building-with-b2b-campaigns/): Like it or not, it’s hard to ignore the fact that we live in a world of instant gratification. Quick wins are sought after like never before, without any real thought for the longer-term picture. And the world of B2B marketing is no different – particularly when it comes to its creative campaigns. Not so long ago, our Creative Director, Mike Watson took to the screens with a webinar that focused on this relentless push for immediate success – and the much bigger prize that’s being missed out on as a consequence. We grabbed him for a quick word in ...Read More
- [B2B and generosity](https://www.mark-making.com/b2b-and-generosity/): It’s big. And it’s clever In the busy world of B2B marketing, it’s easy to get laser focused on the bottom line – leads, conversions, ROI. We’re all chasing that growth, but what if there was a way to supercharge your brand and forge deeper, more meaningful relationships with your audience? It’s not about some complex algorithm or secret marketing hack. It’s something far simpler, yet surprisingly powerful: generosity. A real human thing To understand its power in business, we first need to look at the human side of generosity. As a species, we’re primed to spot negativity over being ...Read More
- [mark-makers gAIning an edge](https://www.mark-making.com/mark-makers-gaining-an-edge/): AI is transforming creativity. Discover how mark-making is embracing AI as our new 'e-tern', amplifying talent, reducing grunt work, and unlocking endless opportunities to deliver smarter, game-changing campaigns for our clients.
- [Is a good employer brand the missing corner of your branding jigsaw?](https://www.mark-making.com/is-a-good-employer-brand-the-missing-corner-of-your-branding-jigsaw/): Is your employer brand the missing puzzle piece? Aligning your values with employee experience can boost loyalty, reduce turnover, and strengthen your brand inside and out. Let’s explore why it’s essential for success
- [Is your rebrand stuck in 'next year' mode? Five reasons to act now](https://www.mark-making.com/is-your-rebrand-stuck-in-next-year-mode-five-reasons-to-act-now/): Delaying a rebrand might feel like the easiest choice when faced with competing priorities, but it’s a costly one. From lost revenue and weakened competitive positioning to eroded brand equity and employee disengagement, the risks stack up fast. Here’s why acting now on your rebrand is crucial for long-term success.
- [Overdale Studios: A little space of my own](https://www.mark-making.com/overdale-studios-a-little-space-of-my-own/):  Creative powerhouse and artist David Souch shares his vision for Overdale Studios, a metaphorical space where he can fully explore his artistic passions. From his vibrant paintings to his inspiring journey, David’s story is a testament to balancing creativity with life’s demands. Discover more about his dreams and artistry in our latest blog post.
- [New faces and going places at mark-making*](https://www.mark-making.com/three-is-the-magic-number-meet-our-new-mark-makers/): Two fresh faces joined us recently, and one well-known mark-maker got promoted. It’s been a busy month or two for us as we hired Annabel, our new maternity cover Senior Account Manager, and Elliott, Senior Copywriter – both bring with them oodles of experience and talent; they’ve settled in so well, they’re nearly part of the furniture already. We also promoted the well-known and much-loved Hannah to Account Director, naturally (because she’s brilliant). We took a few moments to talk to all three to find out what makes them tick, both inside and outside of mark-making* HQ. Welcome, Annabel… What ...Read More
- [AI and the very real B2B future](https://www.mark-making.com/ai-and-the-very-real-b2b-future/): The future is here and now  If you’ve been anywhere near a marketing strategy session lately, chances are someone’s dropped the term “generative AI”. With its promise of hyper-efficiency, endless creativity, and cost savings, it’s easy to see why so many B2B businesses (us included) are getting on board. In just a few years of mainstream use, the progress AI has made is astonishing and the buzz is understandably real.  It’s new(ish) and shiny but there’s lots to learn For many marketers and creatives, generative AI tools like ChatGPT and MidJourney are dazzling. Need multiple variations of a headline? Done. An ...Read More
- [Ahoy there! It be the mark-makers. Ghar.](https://www.mark-making.com/ahoy-there-it-be-the-mark-makers-ghar/): Our mark-makers* got their sea (well, river) legs out recently. In what some might describe as the Chipping Norton Armada, our 2024 Summer Social was meant to be spent meandering down the River Wye. A few of us had other, more competitive ideas – yes, we’re looking at you here, Ali. We descended on the Saracens Head, Symonds Yat, for a delicious lunch. Of course, there was the pre-boarding banter. And a ‘boat draw’ to see who would get what canoe. Then we embarked on our trip with the weather in fine fettle. Here are some of our highlights: The ...Read More
- [B2B Branding: A Complete Guide](https://www.mark-making.com/b2b-branding-a-complete-guide/): Branding is key to the success of any B2B organisation. Stripped to its essence, it’s about defining a clear and compelling positioning – and bringing it to life so a brand gets noticed, is remembered, and resonates in the minds of the audience. A strong brand will distinguish a company from its competitors. Increase familiarity, trust and liking. Ensure future demand, and ultimately drive growth. This guide is written with ambitious B2B marketing leaders and practitioners in mind. Those looking to create and maintain thriving brands over the long-term – in markets where differentiation is challenging and competition is fierce. ...Read More
- [B2B More Human launches with webinar](https://www.mark-making.com/b2b-more-human-launches-with-webinar/): B2B marketing has long been viewed as B2C’s less sexy cousin. Cold, clinical and cognitive, its preoccupation with product-driven campaigns too often leaves brands out in the communication cold. mark-making*’s B2B More Human aims to bring it back to the boil. Following last week’s live webinar, we sat Ali down to download the essentials for anyone who wants to set their course for B2B brand success. This photo is well-known at mark-making*. Tell us – who are these fresh-faced youths? Aha! Yes. This is a picture of me and Steve – my business partner and Co-founder of mark-making* – back ...Read More
- [Our F.Hinds highlights of 2023](https://www.mark-making.com/our-f-hinds-highlights-of-2023/): In 2022 we celebrated 20 years of working with British family jewellers F.Hinds. Proudly independent, they were established in 1856 with a single shop in Stamford, Lincolnshire. Today, they have over one hundred stores on high streets and in shopping centres across the country. Their jewellery has marked many a meaningful milestone for families everywhere. And from brochures to branding, loyalty schemes to promotional themes, it’s been a delight to support them as they’ve expanded their market both on- and offline. Just a few weeks into 2024, we’re busy with new F.Hinds projects. But before we get too far into ...Read More
- [mm* volunteering is bloomin’ marvellous](https://www.mark-making.com/mm-volunteering-is-bloomin-marvellous/): Each year, mm*ers take time away from the office to volunteer for projects that are close to our hearts. This year, we spent a rainy afternoon doing our bit for the wildlife community at National Trust – Hidcote by planting bulbs and creating an insect garden as part of their biodiversity-boosting agenda. Naturally, we celebrated our muddy achievements by retiring to the pub as the sun went down. And, drying out by a roaring fire, we got to know each other just a little bit better. It’s all part of the mark-making* philosophy of goodmarks* – our commitment to making ...Read More
- [Rockin’ around to the rubbish we can’t do without](https://www.mark-making.com/rockin-around-to-the-rubbish-we-cant-do-without/): Let’s face it. 2023’s been tough. So this Christmas, we give in. Instead of striving for it to be The Most Wonderful…anything, we’re going all out to celebrate the small, and slightly rubbish, things about Christmas that bring us joy – including Christmas songs! You can read more about why we’re celebrating a rubbish Christmas by reading the blog, here and following our socials (LinkedIn & Instagram). Whether you’re a stickler for not letting the festivities begin until 1st December, or you get things going as soon as the nights get darker, we have no doubt that your first expression ...Read More
- [Yippee-Ki-Yay…it’s time for the mm* rubbish Christmas film traditions](https://www.mark-making.com/yippee-ki-yayits-time-for-the-mm-rubbish-christmas-film-traditions/): Let’s face it. 2023’s been tough. So this Christmas, we give in. Instead of striving for it to be The Most Wonderful…anything, we’re going all out to celebrate the small, and slightly rubbish, things about Christmas that bring us joy – including Christmas films! You can read more about why we’re celebrating a rubbish Christmas by reading the blog, here and following our socials (LinkedIn & Instagram). Which Christmas films do you watch every year without fail…even if they’re just a little bit rubbish? We asked our team about the movies that are unmissable for them at Yuletide…and their responses ...Read More
- [Rubbish presents…unwrapped!](https://www.mark-making.com/rubbish-presentsunwrapped/): Let’s face it. 2023’s been tough. So this Christmas, we give in. And we’re inviting you to join us.  Instead of striving for it to be The Most Wonderful…anything, we’re going all out to celebrate the small, and slightly rubbish, things about Christmas that bring us joy – including Christmas presents! You can read more about why we’re celebrating a rubbish Christmas by reading the blog, here. Ever been given a truly awful Christmas present? Yep! Us, too. And in keeping with our celebration of all things a little bit rubbish this year, we thought we’d ask our team for ...Read More
- [We wish you a rubbish Christmas*](https://www.mark-making.com/we-wish-you-a-rubbish-christmas/): This year, we’re going all out to celebrate the small, and slightly rubbish, things about Christmas that bring us joy. And we’re confident it’s going to be one of the best we’ve had.  Brilliantly bad pop songs…emergency chairs around the dining table…Christmas crackers…interminable Charades…cosy socks…festive movies… Would Christmas be Christmas without them? The best things come in small (and sometimes slightly rubbish) packages At mm*, we’re revelling in the things that bring us together when December rolls around. We’re talking the gloriously grounding, the hilariously humble and the reassuringly reliable – everything we’d miss if they weren’t in the picture ...Read More
- [Remembrance Sunday 2023](https://www.mark-making.com/remembrance-sunday-2023/): This Remembrance Sunday, mm*ers took time to reflect on the family members who served in the two world wars.  Here are their stories in their own words. Lest we forget.  Steve Turner, Co-founder My grandfather, William Edward Joseph Turner, served in the army in World War II. Around the time of this photograph, my grandmother was at home in Banbury, pregnant with their sixth child, my Dad (they went on to have a seventh). Here he is, in Sierra Leone in 1941/2.He died in 1962 aged 57, ten years before I was born. I’m always taken aback by what the ...Read More
- [Delicious, nutritious and ambitious](https://www.mark-making.com/delicious-nutritious-and-ambitious/): Those of you who keep up-to-date with goings-on at mm* HQ will know that team lunches are a key ingredient of our social calendar. So, we couldn’t possibly resist the urge to celebrate Great British Food Fortnight back in September. The event, which recognises the greatest in grub, was the inspiration behind our latest bring-and-share lunch, which saw each and every mm*er contribute a dish of their own making. To mitigate the risk of ending up with 17 green salads, each member of the team was assigned one of these four courses: That was the only direction given. From there, ...Read More
- [Fifty shades of green](https://www.mark-making.com/fifty-shades-of-green/): You’ve probably heard of ‘greenwashing’ – the practice of presenting business operations as ‘greener’ than they actually are.  What you might not know is how complex it really is, or what the potential consequences are for brands caught doing it.  In this blog, we find out about greenwashing’s many shades. We look at the key challenges it poses, ask why it’s on the rise, and discuss why it’s crucial, now more than ever, that businesses ensure their environmental claims really are greener than green.  In 2010, an explosion aboard the Deepwater Horizon oil rig led to the single greatest marine ...Read More
- [Mud, sweat and tears…just another Sunday morning](https://www.mark-making.com/mud-sweat-and-tearsjust-another-sunday-morning/): As part of goodmarks* – the initiative we created to make our business a force for good – each mark-maker* is encouraged to give back to our community by volunteering for one day each year. Co-founder, Ali Williams, has gone a bit further than that. And here, he tells us how much giving your time can give back to you. 21 competing teams from across the country, seven matches over two days, and somehow, with seconds to go, the unlikely-lads in the black and red stripes (sorry, Chipping where?) are on top. The final whistle goes. Chipping Norton Under 13s ...Read More
- [August: A time for al fresco antics](https://www.mark-making.com/august-a-time-for-al-fresco-antics/): What better way to celebrate Summer than to enjoy your own backyard? That’s exactly what we did on August 3rd this year, as we downed tools for the afternoon and headed out to play. An appetite for Summer Steve did a sterling job, heading up our BBQ efforts with a host of tasty treats, from sausages to celeriac. And with team mm* gathered in the courtyard, the summer social was in full swing. Hungry for competition With tummies topped up, all thoughts turned to trugs. “The Courtyard” initiative – where small teams compete to grow their own floral fantasia – ...Read More
- [The value of brand values in B2B](https://www.mark-making.com/the-value-of-brand-values-in-b2b/): V is for…Values In the July 2002 edition of the Harvard Business Review, Patrick M. Lencioni cites the published values of a famed global corporation. Communication. Respect. Integrity. Excellence. As Lencioni points out, if they resemble your own brand values, you should feel nervous. Because these belonged to Enron – the U.S. conglomerate that imploded in late 2001, declaring bankruptcy and triggering a stock market meltdown when it was revealed that the business was a fraudulent sham. Examples like this debase the whole idea of brand values. But, done right, we say they sit at the very heart of successful ...Read More
- [Getting to know what's on your doorstep](https://www.mark-making.com/getting-to-know-whats-on-your-doorstep/): I’ve lived in Eynsham for the past thirteen years, so I’ve been aware of the Eynsham Day Centre (EDC) for quite some time. It’s a volunteer-run service that caters for older and more vulnerable members of the community. But I’d never visited. Until I joined mark-making* and our volunteer scheme gave me the spur I needed to get involved. Community spirit in action During the pandemic, many of us found our neighbourly side. We checked up on older friends and made a point about chatting over fences. But when most of the world got back to business as usual, parts ...Read More
- [The universal truths behind the best B2B](https://www.mark-making.com/the-universal-truths-behind-the-best-b2b/): U is for…Universal Truths “The truth is always the strongest argument” Sophocles It might seem a bit much to kick things off with the musings of a Greek tragedian, but as we’re about to get all deep and meaningful (and it happens to back up our main argument beautifully), let’s stick with it. As far as bold statements go, there’s a pretty strong shout to say that old Soph’s claim is, in itself, an overwhelming truth. And in the world of B2B – which has been tarnished by a machine-gunning of bullshit over the years – it’s truer still.  Today, ...Read More
- [Finding a way through](https://www.mark-making.com/finding-a-way-through/): My mum always likes to remind me, as all mothers do, of my childhood. I wrote recently that one memory in particular seems to pop up time and time again, and that’s a young me sitting at the dining room table, pen in hand, drawing to my heart’s content. What she also likes to remind me is that when things didn’t go quite right, that said bit of paper would be discarded in the blink of an eye. It was this part of my mum’s reminiscence of the creative journey and its highest highs and lowest lows that put me ...Read More
- [Muddy Marvellous: Embracing “Some Down-and-Dirty Growing Fun”](https://www.mark-making.com/muddy-marvellous-embracing-some-down-and-dirty-growing-fun/): Somehow, over the 16 months I have been at mark-making*, I’ve become known as some kind of Monty Don protégé. It can only be put down to my enthusiasm around the subject of my allotment. This however, I can confirm, is somewhat of an embellished statement. The seeds were sown With the mm* rumour mill in full flow about my passion for gardening, myself and David – or, as we would now be known, Nick ‘Titchmarsh’ Tyler and David ‘Dimmock’ Souch, were tasked with finding a way to ‘engage the team in some down-and-dirty growing fun.’ It got us thinking ...Read More
- [Hear me out…](https://www.mark-making.com/hear-me-out/): Anyone who knows me, knows my love of music. And I mean love. Nothing is off the cards, and as my poor family will testify it started at a young age when I found the absolute delights of none other than Scooter. YES. Scooter – the German happy hardcore band. I kid you not if these guys weren’t the soundtrack to my teens then I’m not sure who was. My poor little speaker system turned up to max with the walls shaking and the floor bouncing (my poor, poor parents). Fast forward many, many years later and although my taste ...Read More
- [Going Jargon-Free in B2B](https://www.mark-making.com/brand-jargon-in-b2b-marketing/): J is for…Jargon-free “From the beginning, Virgin used clear, ordinary language. If I could quickly understand a campaign concept, it was good to go. If something can’t be explained off the back of an envelope, it’s rubbish.” Richard Branson Step inside some B2B corporate settings and you’ll encounter enough jargon to make even David Brent a tad queasy. If you don’t know the difference between ‘leveraging your synergies’ and ‘having a group thought shower’, your options are to ‘drill down’ or (probably preferably), run for the hills. So far, so funny.  But when jargon creeps out of the boardroom and ...Read More
- [A social just like mamm*a used to make](https://www.mark-making.com/a-social-to-just-like-mamma-used-to-make/): We know that creative inspiration can come from unexpected places. It’s part of the reason that our Spring social – part of our Welldoing initiative – always has a creative theme. It’s a chance to take our heads out of the day-to-day and into something out of the ordinary. This month saw us leave the office and make for the kitchen, when we visited Stratford-Upon-Avon’s Dough House for a culinary masterclass in pasta making. Here’s a glimpse into this memorable experience. A recipe for success When we arrived at The Dough House, it was immediately obvious that this was going ...Read More
- [Out and about at the D&AD Festival](https://www.mark-making.com/out-and-about-at-the-dad-festival/): A selection of mark-makers* made their way to this year’s D&AD festival, where the theme was “Make. Change”. It was a chance to take a look at how today’s creativity is impacting change here and around the world. And, more importantly, it helped empower them to challenge the industry and make way for a better tomorrow. Here’s how we got on… Emily I thoroughly enjoyed my day at D&AD festival this year. It was great to have a day out in London alongside Anna and Nick and listen to others in our industry give talks on a range of subjects. ...Read More
- [Why B Corp and What's Next?](https://www.mark-making.com/why-b-corp-and-whats-next/): Every business needs to make a profit. That goes without saying. Profit is the fuel for everything we do. But it cannot be our only measure of success. We must look at our broader impact on people, communities and the world around us because the power of business – to do both good and bad – should never be underestimated. As owners of a creative agency, Ali and I have always believed in the power of creativity and imagination to affect change for good. Reading Alan Moore’s book, Do Build – How to make and lead a business the world ...Read More
- [Brand curiosity in B2B marketing](https://www.mark-making.com/mark-making-presentsthe-a-z-of-b2b-brand-building-4/): C is for…Curiosity “Curiosity and creativity are never far apart. You need to be curious to identify problems worth solving, and then come up with new solutions” Lorraine TwohillCMO at Google Where would we be without it? A lot of innovations, and human advancement more generally, appears to hinge on one very important question:  “What if…?”  So, what if people never asked that? Never questioned the status quo. Where exactly would we be? To quote a hackneyed example, we’d still be living in caves. But even if we weren’t, we certainly wouldn’t be enjoying the myriad of products, ideas and ...Read More
- [Let’s hear it for the gong bath](https://www.mark-making.com/lets-hear-it-for-the-gong-bath/): Back in March, all mark-makers were ordered to have a bath – a gong bath. This activity – part of our Welldoing initiative to support employees in a life well lived – saw us troop off to Glyme Hall to soak up the enchanting sounds of this healing meditation practice. While some of us were going for full immersion, others were nervous to even dip their toes into something so different. But, as a break from the everyday, it proved to be a fascinating experience and one that brought about its fair share of revelations and reveries!  What a revelation! ...Read More
- [Whatever happened to the curious ones?](https://www.mark-making.com/whatever-happened-to-the-curious-ones/): This month, mm* has the honour of sponsoring the ChipLit Fest, an annual occasion where people gather from near and far to share in the joy of reading, relish the power of the written word and foster a love for literature and learning. Our sponsorship has made us wonder why events like this are quite so rare. And why, in the wider world, our natural curiosity doesn’t come quite so naturally. Our Copywriter, Miriam Thomas, reflects on the curious case of curiosity, asking the questions: when – and why – we lost it and, more importantly, what we can do ...Read More
- [The secret garden having a significant impact](https://www.mark-making.com/the-secret-garden-having-a-significant-impact/): On my daily commute through the winding back lanes of rural West Oxfordshire, I would often wonder what was hidden behind the high walls and ornate gates of Bridewell Gardens. With little in the way of signage and no visible public access, Bridewell was intriguing – a secret garden on my doorstep. I wanted to know more. A quick Google and exchange of emails later, and I did… Hidden gem Bridewell Gardens is, in fact, an incredible charity offering mental health recovery for adults through social and therapeutic horticulture. The gardens and vineyard provide a working environment where the emphasis ...Read More
- [Emotional branding in B2B marketing](https://www.mark-making.com/mark-making-presentsthe-a-z-of-b2b-brand-building-3/): E is for…Emotion A tale of misconception Think B2C and it’s all about the feels. Think B2B and it’s all about the facts. Right? Well, not so much. Because times have changed. People have changed. And work as we knew it, has most certainly changed. In our post-pandemic era, emotion is the potion. And in true B2B style, here’s a fact to prove it. In 2022, research by The B2B Institute found that, ‘Creating an emotional connection is 7x more effective than rational benefits.’  Put simply, creativity that inspires an emotional connection is proven to outperform rational executions. And when ...Read More
- [Brand humour in B2B marketing](https://www.mark-making.com/mark-making-presentsthe-a-z-of-b2b-brand-building-2/): H is for…Humour Next up in our A-Z of B2B is H for Humour. Okay, okay. We all know B2B isn’t exactly belly-laugh territory. But there are plenty of ways B2B brands can – and should – raise a smile or spark a chuckle. Because in a sector that’s more synonymous with ‘serious business’ than ‘seriously funny’, the right kind of humour can be an effective differentiator.  Joking around pays dividends Cut-through B2B propositions aren’t always simple to communicate. They’re often complicated, multi-tiered solutions. And all too often, campaigns fall prey to the same default position: saying too much, being ...Read More
- [Hi-viz heroes](https://www.mark-making.com/hi-viz-heroes/): I’ve regularly participated in parkrun: an incredibly popular – and free –  weekly 5k run/walk. And as my son is volunteering with them for six months for his Silver DofE, I took the opportunity to join him. Our local parkrun takes place at Dallas Burston Polo Club in Southam, Warwickshire. The course is 2 laps around the grounds, which are flat and grassy with a woodland trail path section at the end. Volunteers arrive at 8.30am for a briefing and to get ready for their duties. As Course Marshal, I directed all participants, encouraging people and their canine companions to ...Read More
- [How to develop branded content in financial services](https://www.mark-making.com/how-to-develop-branded-content-in-financial-services/): What is branded content? In an industry (marketing) awash with buzzwords, it’s worth beginning with what branded content actually is. If you already know, feel free to skip this section. Branded content is a form of marketing used to build brands. Unlike traditional advertising, branded content is designed to educate, entertain, and inform, rather than simply promoting a product or service.  What is the objective of branded content? Done properly, it can be a highly effective way to establish a connection with your target audience, and build trust and credibility. Needless to say then, in the world of financial services, ...Read More
- [Building brand salience in financial services](https://www.mark-making.com/building-brand-salience-in-financial-services/): What is brand salience? So you’ve got the best mortgage product hands down. Your rates and terms are chart-topping. Your broker service ratings are off the scale. Sadly, none of that matters a jot, if nobody ever thinks of you at that critical point – when they’re ready to buy.  That’s the essence of brand salience and how it differs from brand awareness (familiarity with your brand), brand recognition (being able to identify characteristics of your brand), and brand recall (coming to mind with some prompting).  Brand salience is the propensity of a brand to come to mind in a ...Read More
- [More than just volunteering](https://www.mark-making.com/more-than-just-volunteering/): This was supposed to be a post about my time volunteering at the amazing ICE Centre owned by Martin and his mum Jill, but I’ll be honest it’s turned into a bit of a gushing story of admiration and friendship. They say you should surround yourself with people who make you better, and I’m very lucky to say I’ve had the pleasure of doing just that for 20+ years. Let’s start at the beginning The ICE Centre offers inclusive, all-year-round care and education shaped around the needs of their users through sociable learning and leisure to people aged 18+. Founded ...Read More
- [Back from mm*aternity](https://www.mark-making.com/back-from-mmaternity/): How do you step back into the world of work after your world has changed? From the morning commute to managing the schedule, we asked Designer Emily to tell us all about her return to mark-making after maternity leave. 1. What are you enjoying most about being back at work? First and foremost it’s been so lovely to come back to the friendly faces I’ve missed over the last year. Only a couple of days back at mark-making, and I already feel part of the team again. Or even better, like I never left. It’s been the wonderfully warm welcome ...Read More
- [‘Tis the season to be kind to your mind](https://www.mark-making.com/tis-the-season-to-be-kind-to-your-mind/): Recently, the team at mark-making* embarked on an epic 13-mile hike along the Cotswold Way, raising awareness and money for mental health charity, CALM. It was a chance to step away from our screens, and enjoy each other’s company in stunning surrounds. A true breath of fresh air! Along the way, we set ourselves a creative challenge – to answer the question: What does ‘’Tis the season to be Kind to your Mind’ mean to each of us? Check out our responses below and take a moment to think about how you can be kind to your own mind this ...Read More
- [mark-making* presents…The A-Z of B2B brand building](https://www.mark-making.com/https-www-mark-making-com-the-a-z-of-b2b-brand-building-b-is-forblanding/): B is for…Blanding It’s a made-up word, and I’m sure we won’t have been the first to have thought of it, but as far as I’m aware no formal definition exists. So, here’s ours… Blanding (verb)To consciously or subconsciously develop a brand identity that looks and sounds like everyone else in the same category Bland (noun)A business or organisation with a verbal and visual identity that looks and sounds like everyone else in the same category It’s a phenomenon you’ll be familiar with, and if not, take this simple blanding test. Pick a category at random, choose a handful of ...Read More
- [Walking the Lost Hours Walk for CALM](https://www.mark-making.com/walking-the-lost-hours-walk-for-calm/): Standing 302 metres above sea level, the Broadway tower marked the summit of what proved to be a fantastic day of walking for team mm*. As well as capturing some great shots and making some lasting memories, the walk saw us storm to an impressive fundraising total proceeds going directly to CALM’s work in suicide prevention. We set off from Wood Stanway with the express intention of being kind to our minds. And, as we meandered across sun-drenched fields sporting our stylish scarlet headgear, there was an undeniable hit of serotonin for each and every one of us.  Those who ...Read More
- [Style & strategy: Celebrating 20 years with F.Hinds](https://www.mark-making.com/style-strategy-celebrating-20-years-with-f-hinds/): This year marks 20 years of working with F.Hinds – the independent family-run, high street jewellers, first established in 1856. With over 100 stores across the UK, and a dedicated head-office team, it’s been our pleasure to work closely with their marketing department to help grow their brands, sales and customer base. Two decades of partnership has seen, and been party to, enormous changes in retail and culture, with the rise of the web, digital technologies and the omnichannel brand experience. Consumer behaviour and expectations have also evolved, with online shopping and social media presenting both steep challenges and extraordinary ...Read More
- [Branching out for a good cause](https://www.mark-making.com/branching-out-for-a-good-cause/): Campden Home Nursing (CHN) is an incredible local charity supporting those with a life-limiting illness and their families. While many of their services are provided in-home, they also have a wonderful community base at Jecca’s House, which opened in 2021. When they decided to convert one of their offices into a dedicated play therapy room for bereaved children, they reached out to mark-making* to help bring cheer and warmth to the space with a tree mural. We were only too happy to pick up our paint brushes and pitch in.  Campden Home Nursing is an independent local charity based in ...Read More
- [mark-making* presents…The A-Z of B2B brand building](https://www.mark-making.com/mark-making-presentsthe-a-z-of-b2b-brand-building/): Welcome to the first of, you guessed it, 26 posts in our A-Z of B2B brand building; an insight-packed alphabetical guide to our favourite subject.  Most letters are awash with worthy contenders, but ultimately we’ve had to pick one for each. That’s how it works, our rules.  Agree or disagree with our choice? Got a better one? Think we’ve missed the blindingly obvious or a hidden gem? Drop us a line, we’d love to hear your thoughts. Without further ado, let’s kick this series off, by starting at the beginning… A is for…Authenticity There may well be one or two ...Read More
- [To refresh or rebrand? That is the question.](https://www.mark-making.com/to-refresh-or-rebrand-that-is-the-question/): For any business looking to thrive over the long-term, it’s well recognised that a strong brand identity is vital. As a meaningful and distinctive expression of who you are and what your brand stands for, your identity is what helps you cut through the competitor noise and signals clearly to your prospective customers that you’re right for them. At its most simple level, a well-crafted brand identity makes it easier for a business to sell, and for its customers to buy. All things considered, your brand identity is worth some attention and investment. In this post we’ll be shining a ...Read More
- [It’s a family affair!](https://www.mark-making.com/its-a-family-affair/): It wouldn’t be summer without the annual mark-making* family social. A relaxed event with festival vibes, where mark-makers and their families meet up to enjoy good company, tasty food and summer tunes with a game of Cornhole or round of crazy golf should you wish to exert yourself. And after two years of pandemic-imposed cancellations, we were excited to revive the happy tradition. At mark-making* we love a competition, and this year was all about baking. Entries ranged from a stunning Biscoff creation briefed by Rich and made by Alex, to an exotic Hanvol cake made with Indian spices and ...Read More
- [How to generate ideas for blog posts](https://www.mark-making.com/18-places-generate-great-blog-post-ideas/): Generating content ideas to slot into your editorial calendar is not easy. Whether you are just starting out or if you are writing for an already established blog, generating new ideas can seem the trickiest task. The good news is that you don’t actually have to look very far as there are almost limitless ideas right under your nose. In this post, I am going to show you how to find blog post ideas. 1. Always be ready for a good idea There is nothing worse than having a sudden spark of inspiration for your next blog post, only to ...Read More
- [What we learnt from the “What clients think” 2022 report...](https://www.mark-making.com/what-we-learnt-from-the-what-clients-think-2022-report/): With the recent publication of the What clients think report for 2022, it served up timely reminders of the lay of the land in a world which is going through turbulent times. Based on 600 client interviews, it shines the light on how clients feel their current incumbent agencies are performing against their expectations. Reading through the report, there are very few surprises which haven’t already been discussed internally at mm* HQ, but there is a consistent theme. One which pinpoints where a lot of pain is being felt by clients… They’re all lacking time. 79% of those surveyed say ...Read More
- [Making an exhibition of myself!](https://www.mark-making.com/making-an-exhibition-of-myself/): How I ticked off an experience from my bucket list. After leaving Art College in the 1990s, I’ve carried on painting. I’ve been a member of various Art Groups and usually exhibit my work annually. I spent a lot of Lockdown creating paintings in response to daily art challenges on Instagram. Having filled several Moleskine Notebooks over 14 months, I decided to exhibit these paintings, along with other artists. So in September 2021, we put on an exhibition in a local church. The response I received was amazing, and came away having sold several paintings. Warwickshire Open Studios (WOS) is ...Read More
- [The Prince’s Trust: Red carpet treatment for extraordinary young people](https://www.mark-making.com/the-princes-trust-red-carpet-treatment-for-extraordinary-young-people/): We started working with The Prince’s Trust in earnest this year. It’s been fascinating to get a better understanding of what they actually do – and the incredible difference they make to young people. But first, a quick history trip. Almost 50 years ago, His Royal Highness The Prince of Wales used his Navy severance pay to fund a number of community initiatives aimed at improving the lives of disadvantaged young people in the UK. Since then, The Prince’s Trust has gone on to support more than one million young people. Today, it has 14 UK centres, staffed by youth ...Read More
- [Out and about at the Birmingham Design Festival](https://www.mark-making.com/out-and-about-at-the-birmingham-design-festival/): This month some of the mark-makers visited the Birmingham Design Festival to see, hear, and learn from the industry’s finest. Featuring a whole host of talks, workshops, and presentations, we came away brimming with inspiration, ideas, and new perspectives. Here’s how we got on: Nic The BDF describes itself as a celebration of the local, national and international design industry and after a couple of years of working in isolation during the pandemic, it was especially joyful to be in the same room as other creatives and industry leaders. A lot can change in two years, so I was ready ...Read More
- [B2B brand building & why consistency rules](https://www.mark-making.com/b2b-brand-building-why-consistency-rules/): Knock knock Who’s there? It’s me, in my first summer after graduating university. I’m in the US, tapping nervously on the door of yet another home in a Missouri suburb, armed with a bag full of school books for sale to anyone interested in bolstering their child’s education. It was here that I first learned the value of consistency. I didn’t necessarily have the best doorstep patter and I certainly wasn’t the most confident. But, consistent? You bet I was. Knocking on my first door before 8am and my last after 8pm, six days a week, rain or shine, without ...Read More
- [Jedi skills off the chart](https://www.mark-making.com/jedi-skills-off-the-chart/): Many of our clients do amazing things, but once in a while it’s taken to an entirely different level. That happened just last week, when the incredible team at Talesmith pulled off the genuinely astonishing. Talesmith is a multi-award winning production company at the forefront of premium factual content for broadcast, museums, cinema, immersive AR and cutting-edge VR. Pushing their expertise and ingenuity to new extremes, Talesmith was responsible for the holographic speech from President Zelenksy delivered at the Founders Forum London on June 16th. The Ukrainian leader’s call for support in his country’s war against Russia was recorded at ...Read More
- [The creative process: what to do when it gets worse before it gets better](https://www.mark-making.com/the-creative-process-what-to-do-when-it-gets-worse-before-it-gets-better/): “It’s good to have an end to journey towards; but it is the journey that matters, in the end.” – Ernest Hemingway As the halfway point of the year looms large, Chloe and Emily reflect on the trickier bits of the design project journey: how to weather them, and how to get the most out of the creative process as a whole. Many journeys in life are rewarding when you reach the finish line, but you almost always encounter a tricky stage about halfway. There’s no escaping it, whether you’re competing in a marathon or tiling a bathroom, even a ...Read More
- [More mini mark-makers* ahoy!](https://www.mark-making.com/more-mini-mark-makers-ahoy/): Last Thursday we were thrilled to have designer Emily and account manager Erin back in the studio for a visit. And they didn’t come empty handed… Both first-time mums arrived with their bundles of joy (/intermittent discontent) and were happy to play pass-the-baby while indulging in a delicious lunch at the benches. With coos and cuddles all-round, it was lovely to get a chance to meet little Robyn and Esme in the flesh. Though they let us know, rather vocally, when they weren’t quite so impressed with our company! The studio is a tad quieter now, but we’re all looking ...Read More
- [A social to wax lyrical about](https://www.mark-making.com/a-social-to-wax-lyrical-about/): Prior to 2020, mark-making* liked to take an afternoon a couple of times a year to step away from our screens and try our hands at a new creative skill. Previous workshops have seen us dabble at willow-weaving, lino-printing, photography, pottery and even ‘type tasting’. – It’s always been a fantastic opportunity to get together outside of the office, and recharge the imagination for when we get back to it! So after an unexpected couple of years of disruption (to put it mildly), when the prospect of resuming the tradition of the Spring Social reared its head, we were all ...Read More
- [Same, same, but different? Common brand challenges in financial services](https://www.mark-making.com/brand-challenges-financial-services/): The work we do at mark-making* is ultimately about problem solving. We may be a strategic and creative agency with expertise in financial services, but strip it down and the bottom line is we help our clients overcome challenges and realise their potential. What we have learned by virtue of our sector agnostic positioning, is that those challenges actually differ very little from one industry to the next, and there is undoubtedly common ground. That said, we have come to recognise certain challenges as being more prevalent or pronounced in particular sectors. And when asked recently what I thought were ...Read More
- [Planet-positivity we royally approve of](https://www.mark-making.com/planet-positivity-we-royally-approve-of/): Here at mark-making*, we’re all about the greater good – which is why we do whatever we can, whenever and wherever we can, to leave positive impressions behind us. For all this endeavour, though, our focus is never on ourselves alone. We’re every bit as passionate about championing the pro-planet work of others. We applaud organisations that share our belief that business should only ever be a force for good (we really do mean it). Sometimes, in fact, we’re so bowled over by the actions of our peers that we go a step further, with an active show of support. ...Read More
- [Now we’re cooking!](https://www.mark-making.com/now-were-cooking/): This March has played host to B Corp Month – an international celebration of all that’s good about the incredible B Corp movement. And as we’re on the cusp of (hopefully) becoming certified ourselves, we didn’t want to let the party pass without a nod to the good stuff we’re getting involved in at mark-making*. For those who don’t know, B Corp is a global community of over 4,700 like-minded businesses, all striving to balance profit with people and planet. In short, it’s for organisations that want to be a part of the solution, not the problem. Our pending application ...Read More
- [The girl-power behind the horse-power of F1](https://www.mark-making.com/the-girl-power-behind-the-horse-power-of-f1/): How Ellie Norman and her team’s strategic thinking gave the green light to Netflix’s ‘Drive to Survive’ series and the resurgence of F1. Netflix and Vroom My current favourite Netflix series was recommended by my friend, Dan, who said that I should watch F1’s, Drive to Survive. I have never understood the appeal of Formula One. Despite living close to many of the race teams’ headquarters and having friends that love the sport, it never pulled me in. Why would you spend over 2 hours on a Sunday watching these cars race around a circuit for what seemed like way ...Read More
- [Meet the new signings!](https://www.mark-making.com/meet-the-new-signings/): We couldn’t be happier to welcome the rather splendid Rich Canueto-Cook and Nick Tyler aboard the good ship mm*. One’s an Account Director. One’s a Designer. And, handily, they’re both absolutely bristling with talent. Although a few minutes allows nothing more than a gentle scratching of surfaces, why not indulge in a spot of time well spent – and get the early lowdown on our newest two(est) mark-makers. Welcome, gents! It’s a ‘Hello’ to Rich… What do you do? I’m a key cog in the machine between clients and our teams, to ensure that we’re delivering the right solutions each ...Read More
- [The importance of the Creative Brief](https://www.mark-making.com/the-importance-of-the-creative-brief/): The average creative agency deals with hundreds of documents over the course of a working week – and tens of thousands over the course of a year. Of all these documents, one of them stands alone in terms of importance – but inexplicably, it’s often the one that’s respected the least. I’m talking about the Creative Brief. Fundamental to the wellbeing of an agency. And fundamentally mistreated. Now don’t get me wrong, an agency’s survival always boils down to its financial strength – which is why the accounting paperwork enjoys the lip service it does. Rate cards. Retainers. Reporting. Crucial, ...Read More
- [What a relief!](https://www.mark-making.com/what-a-relief/): “The most wonderful time of the year” is finally here at mark-making*, we’ve been inking outside the box. This Christmas we’re supporting the incredible Make Bank, an organisation that provides art materials and resources for young people living in poverty in the UK. This is a cause that’s always been close to our hearts – we’ve been proud to support Heartfelt Tips and The Chippy Larder in recent years. And with the last 18 months or so being particularly tough on the younger generations thanks to COVID, we felt it was more important than ever to do something to help ...Read More
- [Webinar: The Value of Brand Distinctiveness & How to Achieve It](https://www.mark-making.com/webinar-the-value-of-brand-distinctiveness-how-to-achieve-it/): The importance of standing out from the crowd remains the perennial challenge for businesses. And as meaningful and compelling product differentiation in most markets becomes increasingly difficult, what else do brands have in their armoury to drive commercial success? In November, mark-making* co-founder Ali Williams was invited to talk to members of the Mortgage Marketing Forum on the subject of brand ‘distinctiveness’ – something that as an agency we’re passionate about. With most marketers working hard on strategy and plans for 2022, the talk was well-timed and well-received. The good news is that if you missed it or fancy a ...Read More
- [A workout that benefits us all](https://www.mark-making.com/a-workout-that-benefits-us-all/): Chippy Green Gym. It’s not really a gym. It’s definitely not a chippy. And upon first glance, it’s a name that didn’t mean very much to me at all. But as I read on through the website, things quickly became apparent. And in terms of getting my mark-making* volunteering adventure up and running, it ticked every box. Chippy Green Gym is a wonderful, independent community group that works on environmental conservation projects in Chipping Norton (‘Chippy’) and the surrounding area. Its aim is for people of all ages and fitness levels to “have fun and get some exercise and fresh ...Read More
- [Our 'rubbish' answer to waste management](https://www.mark-making.com/our-rubbish-answer-to-waste-management/): The theory of marginal gains championed by Sir Dave Brailsford (Team GB cycling coach) has long been revered at mark-making*. Marginal gains is about making tiny improvements, which then accumulate to make much bigger improvements. So, putting the bigger picture aside, what could we do in smaller practical terms to lessen our impact on the environment? Our answer was rubbish. Literally. With our aim to get as close to ‘zero waste to landfill’ as possible, we undertook a waste audit to see what we could do better. Whilst we’ve always been mindful of recycling, we realised that there was a ...Read More
- [Keeping the client fires burning](https://www.mark-making.com/keeping-the-client-fires-burning/): Martin.  Martin Tattersall. That’s the name of my best mate. We’ve been as thick as thieves for 29 years. We played for the same footy teams. We ran for the same cross country club. We discovered Power Rangers together. We then did the same with Smirnoff Ice. He’s the yin to my yang. We ‘get’ each other. But Martin, or ‘Tat’, as I affectionately call him, now lives in Norway. He finished uni. He went travelling. He visited Fiji. He met a girl. And that was that. Fast-forward a year or fourteen, and Tat’s roots are firmly established across the ...Read More
- [B2B Brand Building: an interview with Simon Martin, Pepper Money](https://www.mark-making.com/b2b-brand-building-an-interview-with-simon-martin-pepper-money/): In the seventh in our series of interviews on brand building, Zoë speaks to Simon Martin, Marketing Director at Pepper Money, about purpose as a commercial imperative and successfully navigating the global pandemic with a brand compass.  
- [What is brand equity and how do you build it?](https://www.mark-making.com/what-is-brand-equity-and-how-do-you-build-it/): I’ve a confession. I’m a sucker for buying certain brands over others simply because I’ve a hunch they must be better. Like the paint with the Old English sheep dog or the cornflakes with the cockerel. I’ve no proof or rational reason, it’s just the power of brand equity. What is brand equity? What is brand equity and how do you build it? In technical terms, brand equity development is the commercial value of your brand that derives directly from your customer’s perception of your product or service, rather than the actual value of the product or service itself. Or, ...Read More
- [B2B Brand Building: an interview with Zoe Robson, Architas](https://www.mark-making.com/b2b-brand-building-an-interview-with-zoe-robson-architas/): In the sixth in our series of interviews on brand building, Zoë speaks to Zoe Robson, Global Head of Innovation at Architas, about the key part that brand and creativity play in successful proposition development… and beyond.
- [A crafty identity for start-up planning consultancy Laister](https://www.mark-making.com/a-crafty-identity-for-start-up-planning-consultancy-laister/): The challenge How do you express the uniquely quirky character of a team of self-confessed ‘case-law nerds’ without compromising credibility?  Specialist planning consultancy Laister operates exclusively in the leisure, tourism and residential sectors, working with major operators looking to greenlight their projects and optimise land values.  It’s a competitive environment, but Laister’s extensive knowledge, ingenuity, tenacity and unrivalled ability to navigate the UK’s complex and highly political planning landscape, give them and their clients the edge. Our challenge was to create an identity that reflected a compelling mix of specialist expertise, quirkiness and a highly personal service. The solution For ...Read More
- [Generating long-lasting Brand Loyalty](https://www.mark-making.com/how-to-generate-long-lasting-brand-loyalty/): When you see pictures of people queuing outside the Apple store at 1am for the latest iPhone, that’s brand loyalty. When you automatically reach for the Coke ahead of the Pepsi (or vice versa), ditto. But how do you generate brand loyalty that strong? And, since not every business has a store presence, how do you measure it? What is brand loyalty? Brand loyalty is best defined as customers strongly favouring your brand over all the others with the same kind of offering. It’s hugely important because it’s a reliable indicator of how likely you are to gain repeat business. ...Read More
- [The problem with Purpose](https://www.mark-making.com/the-problem-with-purpose/): Here goes I have an issue with the P-word. There, I’ve said it.  As one of the most frequently used words in modern marketing, a regular staple for many a blog, and with few marketing conventions not flying the purpose flag in some way or another, I’m aware I’m venturing into controversial territory. But bear with me, there’s positivity aplenty in this post. Purpose is powerful By definition, purpose is simply about having a reason for doing something.  In business it provides a clarity of direction and focus essential to building successful brands, and a yardstick against which to measure ...Read More
- [How to create a brand identity](https://www.mark-making.com/how-to-create-a-brand-identity/): At mark-making*, we’ve been creating new brand identities and revitalising others that have lost their way, for over 25 years. From breweries to banks, charities to tech companies, the process and the challenges are the same. It’s not rocket science, but it is an exercise in craft and problem solving, requiring rigour and discipline, and more than a small dose of creativity, with the potential for transformative results.  This post is intended to provide a practical overview of the fundamentals of creating an effective brand identity. Beginning with what exactly brand identity is, and why it’s important, you’ll also learn ...Read More
- [Fruits of our labour](https://www.mark-making.com/fruits-of-our-labour/): As part of the mark-making* volunteering scheme, I have given up my time to help support the Friends of Wolds End Orchard in Chipping Campden. This is a cause that is very close to my heart, literally, as the aforenamed orchard is opposite my house. For many years, Wolds End Orchard has been under a dark cloud of potential development plans. Plans that would have seen this irreplaceable piece of the town’s history turned into a pay and display car park.  Following a long and hard-fought battle, an amazing group of locals, known as the Friends of Wolds End Orchard ...Read More
- [Seeing double at the BBAs: An award so good, we won it twice](https://www.mark-making.com/seeing-double-at-the-bbas-an-award-so-good-we-won-it-twice/): According to Mia Hamm (American soccer sensation and founder of The Mia Hamm Foundation), “It is more difficult to stay on top than to get there.” She’s absolutely right. But from the far-reaching outposts of our mark-making* home offices (and with a little help from our friends), we’ve managed to achieve this trickiest of feats… in that we’ve only gone and retained our crown as the British Banking Awards Marketing Partner of the Year. Double woop! Dining at the top table The BBAs, as they’re affectionately known, are the most prestigious awards of their kind in the sector – the ...Read More
- [Meet Mike!](https://www.mark-making.com/meet-mike/): We’re thrilled to welcome multi-award-winning Creative Director Mike Watson to the mark-making* team. Come and spend a minute or two getting to know him a little better… What do you do? The juicy part of my job is overseeing the agency’s campaign creative – ensuring that our conceptual thinking’s bang on, our words are on the money and our pictures are hard to ignore. Before I get to this bit though, I work with the wider mm* team to help steer our creative briefs and make sure we’re always doing work that puts the people we’re talking to first. When ...Read More
- [Smiling in the face of a pandemic](https://www.mark-making.com/smiling-in-the-face-of-a-pandemic/): This month marks four years of me working at mark-making* – and what an amazing four years it’s been! As I’ve spent time reflecting on this milestone recently, my thoughts have turned to my first day – and a moment in particular when a small gesture had an impact that’s stayed with me ever since. Walking nervously towards the agency to begin life as an official mark-maker, a lady wished me a good morning, grinning from ear-to-ear. This took me by surprise, as my previous life in London had ensured I’d grown accustomed to no eye contact, let alone smiles, ...Read More
- [Leaving goodmarks* – making our business a force for good](https://www.mark-making.com/leaving-goodmarks-making-our-business-a-force-for-good/): 26 years ago, the doors of mark-making* were opened for the very first time. And right from day one, Ali and I (Ali being my good friend and fellow mm* co-founder) had a vision for our shiny new agency. We wanted to create a workplace that ticked every box; one that didn’t give anybody the dreaded Sunday night feeling: a place with great people, a great buzz and a great reputation – both for awesome work and for using our creative powers to make a difference. Cue conversations about pinball machines, ergonomic chairs and a ‘wear what you want’ policy. ...Read More
- [Technology, Innovation & Fast-growth: positioning for growth](https://www.mark-making.com/technology-innovation-fast-growth-positioning-for-growth/): Competition in the technology and innovation sector has never been so fierce. The pace of innovation and disruption may be record-breaking, but sustaining growth is tougher than ever. Like the energy burst from a chocolate bar, success may not be sustainable if your business doesn’t have a clear positioning strategy – and all the brand assets to support it. We have the expertise and track record for helping businesses go through the growth gears. From harnessing the energy of start-ups to revitalising established businesses so they can kick on, fully realise their potential and meet their goals. Here are four ...Read More
- [B2B Brand Building: an interview with Jason Oakley, Recognise Bank](https://www.mark-making.com/b2b-brand-building-an-interview-with-jason-oakley-recognise-bank/): In the fifth in our series of interviews on brand building, Zoë speaks to Jason Oakley, CEO of new bank on the block, Recognise, about purpose, positive impact and elevating your brand to stand for something that outlives its incumbent leadership. What does brand building mean to you? For me, a brand is a living thing, and it’s a way of life at Recognise. Financial services branding starts with knowing who you are, what you’re all about, and then communicating that to others. In simple terms, that can be how you look and sound – your logo, the colours and ...Read More
- [THANK YOU for making us winners!](https://www.mark-making.com/thank-you-for-making-us-winners/): Wednesday evening saw the big winners finally unveiled at The Drum Recommends Awards 2021. And we’re delighted to say that mark-making* took home two prizes, winning in both the B2B Marketing and Promotional Marketing categories. Cue much running round our individual living rooms and a normally unacceptable level of emoji swapping between the mark-makers. We couldn’t be happier, or more thankful to every client who recommended us so positively. Paper hats off to all of you. Voted for by businesses across the country, The Drum Recommends service helps brands, select agency partners, based on a rating. Only the highest-rated go ...Read More
- [Meet Erin](https://www.mark-making.com/meet-erin/): We’re delighted to introduce Erin, our new Account Manager who joined us in January. We’ll leave you all to get better acquainted… What do you do? As an Account Manager I’m involved in all aspects of projects. Initially making sure that we understand as much about your business and the brief, so that our team is fully equipped to do their fabulous work. Once we’re in motion, I look after all the moving parts, ensuring everything comes together smoothly, on time, and within budget. My favourite part is seeing a brief come to life!  When might our paths cross? I ...Read More
- [How to create timeless artwork like Saul Bass](https://www.mark-making.com/create-timeless-artwork-like-saul-bass/): The Title Design of Saul Bass from Ian Albinson. It’s amazing how some classic designs can survive the test of time. I was inspired to write this post after listening to our art director, Russ, tell stories of Saul Bass design style, and it was hard not to have his enthusiasm rub off on me. So, I decided to learn more about this great man (Bass, not Russ). Many have tried to copy the stylish approach of Saul Bass, just to find out that his genius is not able to be replicated. The redesigns of his work were simply never ...Read More

## Pages

- [Your B2B creative campaigns guide awaits](https://www.mark-making.com/landing-pages/b2b-guide/): Your B2B creative campaigns guide awaits A well-considered B2B brand campaign can take just weeks to develop – but the effects should be felt for a lot longer than that. Fill in the form for access to: The how, what and why of brand campaigns The long-term benefits of brand campaigns How tactical and brand campaigns differ How B2B brand campaigns use insight effectively When you need a brand campaign To whet the appetite, here’s a little taste of what our approach to B2B creative campaigns looks like in reality. Be more you Building emotional connections with brokers by focusing ...Read More
- [landing pages](https://www.mark-making.com/landing-pages/)
- [Resources](https://www.mark-making.com/resources/): Resources A page packed with more thought-provoking material than you can shake a Mac at.
- [Employer branding](https://www.mark-making.com/services/employer-branding/): Employer Branding. Galvanise your brand from the inside Your brand might be gaining precious market share. But what does it feel like to work for your business? A lot depends on how you communicate it. From retention and performance right through to recruitment. Building a stand-out proposition and employer brand strategy should be part of your thinking.  Good news for busy people officers and brand managers alike – we can help.  Whether you’re a start-up, scale-up, or an established blue-chip business, your employer brand brings your unique culture to life. People will gather behind it and want to work for ...Read More
- [Branding for start-ups](https://www.mark-making.com/services/start-ups/): Giving start-ups the brand platform they need to succeed As a start-up, there’s a lot on your plate. While you pivot, strategise, source funds and build teams, you want your branding and advertising to perform without taking your valuable time. Among your challenges and distractions (and much-deserved success), brand development sometimes suffers. With our help, that doesn’t have to be the case. The power of a thought-through brand delivers the growth you aspire to and gives investors the confidence they need. With nearly three decades of working with ambitious start-up businesses, we can elevate your brand to the next level. ...Read More
- [Branding for mergers and acquisitions](https://www.mark-making.com/services/mergers-and-acquisitions/): Branding that makes the complex uncomplicated (or simple, even?) Mergers and acquisitions often bring an element of complexity and uncertainty. The stakes are high – and brand plays a big part in establishing (or re-establishing) trust and confidence.    Missteps can be costly. But that’s where we can help. As an experienced branding agency, we’ve partnered with businesses to support them through the merger and acquisition landscape – unpicking the complexities and creating the clarity and consistency that forms the foundation of new growth. Wherever you are in the process, we can develop or even course-correct your branding activity to communicate ...Read More
- [Professional Services Companies Branding Agency](https://www.mark-making.com/services/professional-services-companies-branding-agency/): Branding and campaigns for professional services companies Established players, a steady stream of new entrants, and perceived like-for-like offerings – the professional services space is a battlefield in which standing out and being remembered is a constant challenge. The good news is that if you’re looking to develop sustainable competitive advantage, we can help. As a leading branding agency for ambitious and forward-thinking professional services firms, we’ve been recognised twice as Marketing Partner of the Year at the prestigious British Bank Awards, as B2B Marketing Agency of the Year at the Drum Recommends Awards and shortlisted in multiple other categories. ...Read More
- [Fintech Company Branding Agency](https://www.mark-making.com/services/fintech-company-branding-agency/): Branding and campaigns for fast tracking fintechs Competition in the fintech space is intense. The pace of innovation and disruption may be record-breaking, but sustaining growth is tougher than ever. The good news is that if you’re looking to develop sustainable competitive advantage, we can help. As a leading fintech branding agency for ambitious and purposeful firms, we’ve been recognised twice as Marketing Partner of the Year at the prestigious British Bank Awards, as B2B Marketing Agency of the Year at the Drum Recommends Awards and shortlisted in multiple other categories. For 29 years we’ve been building meaningful brands, crafting ...Read More
- [Verbal Identity](https://www.mark-making.com/services/brand-articulation/verbal-identity/): Your brand voice What you say and how you say it is a huge and often overlooked opportunity to drive brand distinctiveness and build awareness. A B2B verbal identity agency works with clients to create brand languages that play as great a role in helping brands stand out as visual identity.  Clarity, consistency and cut-through A considered verbal identity platform (brought together in a comprehensive set of verbal identity guidelines) will enable anyone writing and talking on behalf of your brand to do so confidently, clearly and consistently.  From brand names that capture the essence of your organisation and straplines ...Read More
- [Visual Identity](https://www.mark-making.com/services/brand-articulation/visual-identity/): Distinctive brand assets In conjunction with verbal identity, your visual branding should reflect and reinforce your brand positioning, communicating through distinctive assets (or brand ‘codes’) who you are and what you stand for.  A B2B visual identity agency will create brand design creative elements – typically including a logo or brandmark, colour, type and typography, imagery, iconography. Collectively as a system, and individually, these elements present a valuable opportunity to say something about your brand and be remembered. Visual identities built on firm foundations The strongest, most effective visual identities are grounded in a crystal clear understanding of what it ...Read More
- [Technology Company Branding Agency](https://www.mark-making.com/services/technology-brands/): Branding and campaigns for tech companies Competition in the technology and innovation space has never been so fierce. The pace of innovation and disruption may be record-breaking, but sustaining growth is tougher than ever. The good news is that if you’re looking to develop sustainable competitive advantage, we can help. As a leading technology and innovation services branding agency for ambitious and purposeful organisations, we’ve been recognised as B2B Marketing Agency of the Year at the prestigious Drum Recommends Awards and shortlisted in multiple other categories. For 29 years we’ve been building meaningful brands, crafting distinctive identities, and delivering strategic ...Read More
- [Brand amplification](https://www.mark-making.com/services/brand-amplification/): The foundations are all there. A compelling and authentic story, and a palette of meaningful and distinctive assets that bring it to life. Now it’s about reinforcing your positioning at every opportunity. 
- [B Corp](https://www.mark-making.com/b-corp/)
- [Careers](https://www.mark-making.com/careers/)
- [Financial Services Branding Agency](https://www.mark-making.com/services/financial-services/): Helping financial services brands get ahead. And stay ahead Well-established players, an unrelenting influx of new entrants, marginal product differentiation, and constant regulatory change – the financial services space is fiercely competitive and unforgiving. The good news is that if you’re looking to develop sustainable competitive advantage, we can help. As the leading financial services branding agency for ambitious and purposeful organisations, we’ve been recognised twice as Marketing Partner of the Year at the prestigious British Bank Awards. For 28 years we’ve been building meaningful brands, crafting distinctive identities, and delivering strategic campaigns that drive measurable returns for our clients. ...Read More
- [Goodmarks](https://www.mark-making.com/goodmarks/): Doing the right things for a better future
- [Internal communications](https://www.mark-making.com/services/brand-amplification/internal-communications/): mark-making* can educate and inspire your employees to make your marketing campaigns sing, through internal communications that turn them into ongoing brand influencers. Visit our site to find out more.
- [Employer branding](https://www.mark-making.com/services/brand-amplification/employer-branding/): mark-making* can bring your brand to life in the eyes of your people, through employer branding that turns employees into fans. Visit our site to find out more.
- [Campaign strategy & creative](https://www.mark-making.com/services/brand-amplification/campaign-strategy-creative/): From campaign strategy to creative execution, mark-making* is an award-winning creative marketing agency that delivers effective, insight-driven B2B campaigns. Visit our site to find out more. 
- [Integrated marketing communications](https://www.mark-making.com/services/brand-amplification/integrated-marketing-communications/): mark-making* is an award-winning integrated marketing communications agency, delivering effective B2C and B2B marketing campaigns at brand and tactical levels. Visit our site to find out more. 
- [Brand Positioning](https://www.mark-making.com/services/brand-definition/brand-positioning/): Effective B2C and B2B brand building starts with a well defined brand positioning. At mark-making* we’ll help you craft a brand strategy that ensures you’re destined for success. Visit our site to find out more.
- [Brand Discovery](https://www.mark-making.com/services/brand-definition/brand-discovery/): As the first step in our proven approach to brand definition, our brand discovery services we’ll help you gain the understanding and insight essential to developing a solid brand strategy and positioning, and an identity that truly reflects what you stand for. Visit our site to find out more
- [Journal](https://www.mark-making.com/journal/)
- [Contact](https://www.mark-making.com/contact-2/): Say hello Want to know more? We’d love to hear from you. Email us at letstalk@mark-making.com Call on 01608 649600 Or drop us a message using the form below.
- [Webinar Feedback](https://www.mark-making.com/webinar-feedback/): Thank you for attending the ‘Magnetic Brands’ webinar We hope you enjoyed the event. We are always looking to create as valuable and relevant content as possible, and would love your feedback. If you’d be happy to spend a couple of minutes giving us your thoughts, we’d really appreciate it. Many thanks.
- [Lost your password?](https://www.mark-making.com/password-reset/): Oh no. Please contact your webmaster to change your WordPress login credentials.
- [Thanks for confirming](https://www.mark-making.com/thanks-for-confirming/): Congratulations, you’re all signed up. You’ll never miss another trick from mark-making*. Beautiful isn’t it? The next edition of mm*e will be on its way soon.
- [Nearly there](https://www.mark-making.com/sign-up-nearly-there/): Please confirm your subscription by clicking the link in the email. You should receive it shortly.
- [Newsletter signup](https://www.mark-making.com/newsletter-signup/): mm*e is a free monthly newsletter from the team at mark-making* Sign up for work, insights, team news and a sprinkling of fun stuff straight to your inbox.
- [Heart Felt Tips](https://www.mark-making.com/heartfelttips/)
- [Join the team](https://www.mark-making.com/vacancies/): We currently have no vacancies Check back again as all vacancies are advertised on our website. We are an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive and equitable environment for all employees.   Calling all freelancers! Freelance supportWe are always on the look out for talented and energetic freelancers that can support our team across all disciplines, from Client Services, Creative Copy and Design, through to Production. Project-based or holiday cover, we have a a wide range of needs. If you think you would be a good fit please send through your CV/portfolio to ...Read More
- [Archive](https://www.mark-making.com/archive/)
- [Blog](https://www.mark-making.com/blog/): Views, news and musings Here’s where you’ll find the latest from mark-making*, B2B and brand banter, and a wealth of curiosity around creativity. Can’t get enough of it? For your monthly shot of inspiration and insight delivered direct to your device, join our growing band of newsletter subscribers.
- [Brand articulation](https://www.mark-making.com/services/brand-articulation/): Meaningful and memorable is the goal here. You know what you stand for. You know you need to stand out. And you know you need to be remembered. So the question is – is your identity up to the job?
- [Brand definition](https://www.mark-making.com/services/brand-definition/): The most enduringly attractive brands are built on robust foundations – a strategic bedrock that underpins everything. Find out how we’ll work with you to ensure your brand has the solid base from which to truly thrive.
- [Sitemap](https://www.mark-making.com/sitemap/): [pagelist]
- [Privacy](https://www.mark-making.com/privacy/): At mark-making* we take your data privacy seriously, we handle your data in accordance with the General Data Protection Regulation (2018). Any personal data will not be kept any longer than it is necessary for the purpose for which the personal data is processed. Key definitions Data subject: (You) “An individual who is a subject of data.” Data controller: (mark-making*) “A person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data are, or are to be, processed.” Data processor: (Adestra) “Any person (other than an ...Read More
- [Social Hub](https://www.mark-making.com/social-hub/)
- [Contact](https://www.mark-making.com/contact/): Contact
- [Work](https://www.mark-making.com/work/): For the spirited, forward-thinking, and the purposeful From dynamic startups, to established giants, and everything in between, our clients share a common desire – to make a difference as well as a return.If that sounds like you, let’s talk.
- [Services](https://www.mark-making.com/services/): B2B Branding Services As standing out and being remembered in an increasingly competitive and noisy world becomes harder for brands every day, the pressure is on to be distinctive. The cold reality is, however fantastic your product or service, it’s immaterial if your brand never comes to mind. Our B2B branding services combine rigorous strategy with outstanding creativity. We’ve been partnering with spirited, ambitious and purposeful organisations for nearly three decades. With a focus on brand strategy, brand identity development, campaigns and communications, our approach is simple: DEFINE: Bring clarity and focus to what your organisation really stands for. ARTICULATE: Bring ...Read More
- [About](https://www.mark-making.com/about/): Blood, sweat and ideas since 1995
- [Home](https://www.mark-making.com/): Welcome to mark-making* The B2B brand strategy and creative agency for those looking to get ahead and stay there.


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