Can You Pull Off DIY Branding?

Just about everybody thinks they can “do” branding and advertising. How hard can it be? Come up with the company name yourself by combining the names of your two cats, buy a bargain basement internet-sourced logo, grab a stock photo from an online library, work up a cute headline and a few bullet points, make sure the website and phone number are spelled correctly. Done!

As flippant as that may sound, being an advertising and branding professional I’ve heard this refrain for years—particularly from SMEs. And they’re not entirely wrong.

Read the full article on


Wayne S. Roberts

The Globe and Mail calls Wayne S. Roberts "an ad industry provocateur." Maybe its because he's never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts. Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients' success. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.

wayne has 75 posts and counting.See all posts by wayne