A New Logo Never Fixed A Broken Brand (Keith Wells)

Keith Wells is the Founder Director of Brandwell. Keith Wells has practised brand strategy for over 30 years. He started in advertising at Abbott Mead Vickers BBDO and TBWA, moved into brand consultancy at Landor Associates, spent 15 years as a director at Dragon Brands and then became Group Managing Director of Turquoise Branding, before founding Brandwell. He works only in B2B, with leadership teams in professional services, business services and insurance whose people are the brand, and he helps them bring Performance, Culture and Reputation into alignment, which he calls Coherence. In this conversation, Keith explains why a brand is a promise kept rather than a logo, the three Ps framework he has taught for 25 years, and why he thinks AI is tempting people to be lazy. Expect to learn what changes when you leave a big agency and run a consultancy on your own, why complementary partnerships with other small firms win work, why most business problems start in performance, culture or reputation and why the three cannot be separated, the difference between brand and branding, why physique and personality must come before presentation, how a strong brand earns preference and the benefit of the doubt, the story of the insurer Keith told was really a company that creates certainty, how to spot writing done by AI, and what he would do differently if he started Brandwell again, and much more… \- 0:00 Cold open 0:32 Welcome 1:21 What Running A Firm On Your Own Teaches You 5:42 Who Brandwell Helps And How 8:21 The Biggest Misconceptions About Brand 9:55 The Three Ps Of Branding 13:24 AI Is Tempting People To Be Lazy 14:39 The Insurer That Creates Certainty 16:36 How To Spot Writing Done By AI 20:25 Starting Brandwell Again From Scratch 22:38 Where To Find Keith Wells \- 🔗 Guest & Resources Connect with Keith Wells: https://www.linkedin.com/in/keithwells-brandstrategy Website: https://brandwell.uk.com \- Get in touch: LinkedIn: https://www.linkedin.com/in/mikulaszach/ Apply to be a guest: https://consultingrainmakers.com/ Email: [mikulas.zach@agenteedigital.com](mailto:mikulas.zach@agenteedigital.com)