Author: Gavin Heaton

Learn More About Yourself

Just when you thought is was safe to ignore technology … Google have hit us again with a free and easy way to measure the effectiveness of your website. Now Google Analytics brings the world of analytics to a browser very near to you. Does it matter? Well if you are interested in your audience (and let’s face it — why AREN’T you?), then this new tool will help you understand what your readers/clients are interested in, where they come from and perhaps even why. Now there is NO excuse to live in a world-wide-web of ignorance!...

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The Antidote to Phishing

Brand Channel is hosting a debate on the damage that phishing is doing to big brands such as eBay, banks and so on. In my view, the single strongest defence against phishing is to consistently match your company’s tone of voice with your brand promise. This matching should take place across all communications. This way, when one of your customers receives an e-mail that solicits a response, your customers will be able to clearly differentiate between something that you send, and something that comes from the forces of darkeness! Of course, this is easier said than done … but investing is the relationship between your brand and your customers is essential to longevity. A loss of trust could be devastating. Start telling your story...

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Don’t Look at Me in That Tone of Voice!

When it comes to online identity, there is a great deal of time spent on developing the "look and feel" of a website, but very little effort is spent on developing the tone of a site. It seems strange that people jump straight to the visual, straight to the "big bang", without stopping to think about HOW to get there. A website is a place to tell a story. It is a space to hold a moment of history. And the visitors that come to your site truly are interested in your story – and if it is not compelling (visually or narratively) – then they will leave. On the web there is always somewhere else to go! Of course, having a story is one thing. Developing a WAY of telling your story is the next challenge. I struggle with this here as much as anyone. But I think it is important to see it as an ongoing struggle. Each day is different. Each perspective alternative. And if you are open to grow and learn, then your site, your tone of voice, and even your visual style will mature and change with time. Got an opinion? Share it with the rest of us by...

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Train of Thought

This began as a poem. The story chose, instead, a more linear form. A whistle, a whistle, a blast. Five o’clock jabs to the eye, the skin, the vein and all that is spoken is "ah". The narcotics of my life egg me on, drive me forward, cajole the poetry out of the crevices of my mind. And yet, here I sit, eyes out the window, tongue lolling in the suburban breeze, licking my lips like salted potato chips. I walk brick by brick, verse by broken verse and yet these platforms are empty of you. Empty of the fuel and fire and slippery edges of you where you were. Of course, I laugh! You were never caught by the perimeter of a photo frame in quite the same way as I. You escaped the narrow field of view – or so you claimed. But for me, that was the project – the big payoff. And one day your greasy smile would be plastered across my lens. I am back at St Leonards station on a Friday evening. Everyone has cleared out except the residue of life. We sit, plastered on the disused billboards, stuck to the 1970s shopfronts too old to move out of the wind. And how does it scream? There is a tunnel of wind that belts down the highway, following the road, chasing the cars...

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Change This

When we see something we love, something that appeals or gets to us we are connecting. We may hate it too. But we may be compelled.I saw this site some time ago and have been an avid follower. I have read many of the manifestos available on the <a href="http://www.changethis.com">Change This</a> website, and I have forwarded them, printed them and used them to generate new thinking in friends and colleagues.There was the Clue Train … and the Hugh Train. Hook up your little red wagon and see where Change This will take you. All aboard – a thousand good ideas are leaving...

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