A&C | Perspectives on brand and communications

The NGO that sounds like three different NGOs

Read an NGO's fundraising appeal, then its programme reports, then a trustee's newsletter, and you will often meet three different organisations. Here is what that drift costs, and the lightest way to fix it.

18 November 2025 →

Comms

The AI credibility tax

AI has not made communications cheaper. It has moved the cost from writing the words to standing behind them, and that is the real bill landing on every comms function this month.

14 October 2025 →

Leadership

When not to hire a marketing manager

A marketing manager is the obvious next hire for a growing SME. It is often the wrong one. The gap is usually seniority and direction, not more hands.

14 October 2025 →

Leadership

What a communications director actually does all day

Most of a senior communications director's week is spent deciding what not to do. Here is a realistic version of it, so you can judge whether you need the judgement or just the hands.

16 September 2025 →

Brand Strategy

Most SMEs do not need a rebrand

A rebrand is the expensive way to fix a problem better day-to-day governance would have prevented. Before you commission a new logo, work out whether your brand is actually broken or just unmanaged.

12 August 2025 →

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The NGO that sounds like three different NGOs

The AI credibility tax

When not to hire a marketing manager

What a communications director actually does all day

Most SMEs do not need a rebrand