He was interviewed on June 6th 2021 by Inqdrop friend and collaborator Amar Patel.Describe yourself in three words.
Grumpy old git.What’s your favourite word or phrase in the English language?
The use of “not ideal” in calamitous situations where you are clearly putting it mildly.
What’s the best story you’ve heard behind a brand name?
Victoria's Secret – the juxtaposition of lingerie and Queen Victoria, a bastion of prudishness, is brilliant.And the funniest?
Thomas Cook spending a fortune on JMC, a new brand name for their airline. The initials stood for John Mason Cook, Thomas's son - a pretty obscure reference point for customers. A few years it was re-branded to Thomas Cook Airlines, the blindingly obvious name in the first place!
What’s the most common pitfall in branding?
Not putting the audience at the forefront of your strategy.Which naming or branding trends you would put in Room 101?
The use of lazy superlatives. The name Best Buy actually makes me angry.You're a music lover, have you got a favourite lyric you come back to?When I'm shaking a hand I'm clenching a fist,
If you gave me a pound for the moments I missed,
And I got dancing lessons for all the lips I should have kissed,
I'd be a millionaire, I'd be a Fred Astaire
Valentine’s Day by ABC.
Where can we find you after hours?
In the garden.Tell us something wonderful about words.
I’m fascinated by euphony, cacophony and sound symbolism. In this respect, the name Kodak
is a great talking point, Best advice you ever got?
Read the recipe all the way through before you start.