I recently helped Joe Public add big dollop of Style, Hope and Glory to Outdoor & Country.

Retail is a world of numbers. If you have bricks and mortar, plus a very busy online store you’ll be bombarded with data. A/B testing will tell you one thing; actual sales another.

Customers don’t give a monkeys about any of that though. Marketing just needs to give them lots of reasons to remember your brand – to build the right associations and memory structures. A strong personality and considered visual brand consistency will do a pretty good job of that.

ClientOutdoor and CountryServicesCreative directionYear2014Linkwww.outdoorandcountry.co.uk

Ian Hogg. Freelance creative director. Based in Manchester, UK. Ideas that sell. Concepts, brand strategy, art direction, graphic design. Print and digital. Management of creative teams and budgets. (Hey Internet, is this enough keywords for you or shall I repeat a few?).

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