A few early mornings each month, I flop into my little car (that I really should clean). Juggling papers (that I really should file). Clutching business books (that I really should read).
Paul knows who I am when I get to reception.
Paul just doesn’t know what I do.
“What is it you do, again?”
Or what I’m for. Which is fine. I don’t mind.
I grab coffee. Strong. White. One. Before landing in the boardroom, pulling up a chair with the bosses, and away we go.
Associate Brand Director.
As an Associate Brand Director, I’m the Director you should have had from day one, but didn’t.
I’m the Director that, if you’re patient, makes business easier. Because I’m the Director that makes you more interesting to more people – both inside and outside the business.
I’m the Director that makes you more distinctive so you’re actually noticed.* More differentiated so people know why to choose you. And more memorable so that, when they are ready to buy, you’re tip-of-tongue and front-of-mind.
And the ‘Associate’ bit means you buy just a handful of my days each month.
So this Director, quite rightly, costs a lot less than those Directors.
Broadly, I make the things that really matter about your business more interesting to those we need to engage. There are two parts:
1. Brand. Together, we establish a singular idea or concept that you must then come to own inside the mind of the prospect. Then we integrate to become that brand.
2. Commercial Innovation. We work out the best ways to sell you.
I engage with a business over 6 months or more. And not more than 3 businesses at a time. That’s it.
I am +44 (0)7960 117077 or email@example.com if you’d like to talk.
Interesting things I do.
Old Post Office. Award Winning Holiday Homes.
50odd. The Diary of a Man that Stopped Waiting.
Always Wear Red. Hand Knits that Hug You.
A-Brand. A book I wrote to help you weedle out bad marketers and bad marketing.
Oh, and I’m writing a new book. About murder (2024).
*90% of advertising and business communications isn’t even noticed. And of the 10% that is, only about 4% is liked. Living legend Dave Trott quotes these statistics. He got them from Alan Reid. So they must be right.
what they said
When it comes to Brand and Brand Strategy, Mychael is in a league of his own - there simply isn’t anyone to better him! Challenging, Stretching, Contentious, Obsessive - and acutely and unassailably right - every time!
Mychael spits out insights and observations with regularity, honesty and humour. They always make me stop and think. The always reflect a part of him and maybe a part of us all. They sizzle like water on a hotplate, they sing with a kind of poetry, and there’s a new one every day. Every single day. For ten years. Brilliant.
50odd is a close and trusted friend to challenging me, entertaining me and - above all - reminding me why I love life.
Tony Robinson OBE
Everything about the brand, what you stand for and the quality of your products is superb.
Paul Sinton-Hewitt CBE
Amazing Mike. We always knew it would happen. A Beautiful Collection.
50odd can touch your heart, tickle your funny bone and tempt you to rethink the everyday pedestrian norms, and raise your bar.
Important guidance, wit, perceptive observation and grizzled hard earned wisdom. It’s all here, beautifully written...