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Ben Melton

Ben Melton

Brand & Creative Leader

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Practicing safe sponsorship

I often get emails from both employees and those outside the organization asking to use our logo. “This will be great publicity for the brand!” is the usual refrain. What the requestor often overlooks is that not all publicity is good publicity. This week sponsors have been lining themselves up to pull world! their sponsorship [...]

Posted byBen MeltonAugust 25, 2016February 16, 2017Posted inBrand ManagementTags: sponsorship

A coffeeshop is more than its coffee

Every few months I take a long drive to my parents and I always stop at a particular Esso petrol station. This petrol station sells Costa Coffee from a machine and the coffee is almost as good as getting the coffee from the Costa Coffeeshop near my home, where I sometimes sit and work. But [...]

Posted byBen MeltonAugust 18, 2016February 13, 2017Posted inBrand ManagementTags: ingredient brands

You can’t have a conversation in capitals

Conversation in Capitals

DO YOU WANT TEA? When that popped up on my instant messenger last week it didn’t feel like the start of a conversation. It made me feel like I was being bellowed at. It didn’t feel like it was a question. It felt like they were barking an order (and I don’t even like tea). [...]

Posted byBen MeltonAugust 11, 2016February 13, 2017Posted inWritingTags: audience, capitals, copy, writing

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