Changes That Are Afoot
I have started Lightfoot as an experiment in 2009. The year that marked a lot of changes, within and outside of DK.
The central idea for this site has not changed: namely, that in this post-dot.com age, branding was changing. It was no longer about:
- Being bigger/more/better
- Broadcasting/advertising
- Big budgets/big companies
- Hiring people to run your marketing
No. as it is said elsewhere (here, here, and here), branding in the twenty-first century is about:
- Being different
- Wavelengths (do you “get” me?)
- Nimble, small-budgeted campaigns/companies
- Doing it yourself
Writing it all down, this central tenet still feels right. This site is supposed to promote this “light-footed” approach to branding, for small businesses without the budget to engage the likes of Ogilvy, Pentagram, Interbrand or Dentsu.
To this end, I am working on a few new resources and features that will make it easier for you to share things and get more out of Lightfoot Branding.
More details to follow. Watch this space!
