When creating brand communication it’s important to understand the difference between internal brand messages and external ones. Often the realities of running a business require some down-to-earth practicalities – like a ratio of two ugly dancers (presumably on a more economical pay rate) to one pretty dancer (all brands need a headline act). The skill is in crafting your particular brand messages for your particular audiences – and whilst we’re big on brand honesty and transparency, this huge, back-lit sign out the front of The Foxhole is probably not the place to run their employment ads.
Dave Ansett, Brandamentalist
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