Arnt Eriksen

04/04/2025

Here's the brutal truth: you can wrap a turd in silver paper, but it's still a turd...

That's what happens when companies throw MONEY at pretty logos while their core brand bleeds out.

Look, I've seen this pattern 75+ times with global brands...

When growth flatlines, everyone rushes to "fix the visuals." New website. Fresh colors. Fancy design work.

But here's what NOBODY wants to admit:

If your customers don't understand what you do or why they should care... a new logo won't save you.

Quick test: Ask 10 team members to explain your company in one sentence. Then ask 10 customers.

If the answers don't align 75% of the time... you don't have a design problem.

You have a CLARITY problem.

Think of it like marriage - would a new suit fix a broken relationship?

Then why expect a rebrand to fix broken messaging?

💡 Drop a "+" below if you've ever fallen into the rebrand trap. Let's talk about what actually fixes brand problems.

Read more here: https://bit.ly/3R5cRRE

26/08/2024

Are you feeling overwhelmed by branding and marketing tasks?

Do you struggle to articulate your brand's unique value proposition?

Are you ready to take your brand to the next level?

Take my Brand Ambition Quiz to see where you stand and uncover new strategies to elevate your brand!

Click the link below to get started:
https://arnt-fly4sjtq.scoreapp.com

05/04/2023

What Do You Choose To Do When You Fail?

“Failure is nothing more than a chance to revise your strategy”
— anonymous

Failure is not necessarily a bad thing — sure, at the moment when the sh** hits the fan, it’s never a fun experience, but it’s all about what you choose to do with said failure. You can choose to try again using the same formula, tools and approach which will only lead to another failure — or you can take your time to analyse the reasons why. What could have been done differently? Did you put enough effort into it? Did you focus on the wrong things? Did you miss something concerning the needs of your target audience?
https://buff.ly/3GbY1DC

Failure is not necessarily a bad thing — sure, at the moment when the sh** hits the fan, it’s never a …

04/04/2023

Don’t Make Your Strategy Useless!

“You have to be fast on your feet and adaptive or else a strategy is useless”

— Charles de Gaulle

I took a deep dive into the word “velocity” a few years back, and to me, it is the perfect word to use as a definition of how to think about marketing for 2022 and beyond.

Let’s look at the definition of the word;

“Velocity is equivalent to a specification of an object’s speed and direction of motion”

Once you have a proper brand strategy and marketing plan, then you need to go-to-market with your message, create assets that are based on said strategy and brand principles and ethos. But once that is set, you need to act with velocity. You have the strategy (direction) so now you need to move fast, with speed to get there.
https://buff.ly/3lRadmm

I took a deep dive into the word “velocity” a few years back, and to me, it is the perfect word to use as a definition …

04/04/2023

What is really important when it comes to branding and marketing?

“You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time”

– Jeroen the Flander

One important aspect when it comes to branding and marketing is knowing who you are talking to. I don’t mean to define your target audience as Gen X, Millennials, and Gen Zs — that is too broad, because within those age brackets you have different people with different interests, media habits, hobbies, genders, food preferences, geographic locations, psychographic behaviours, and more. These individuals are people, and you have to be specific about what promise you offer and that the promise is relevant to the right people.
https://buff.ly/3KuDpcz

One important aspect when it comes to branding and marketing is knowing who you are talking to. I don't mean to define your target audience as…

03/04/2023

Don’t Make Your Strategy Useless!

“You have to be fast on your feet and adaptive or else a strategy is useless”

— Charles de Gaulle

I took a deep dive into the word “velocity” a few years back, and to me, it is the perfect word to use as a definition of how to think about marketing for 2022 and beyond.

Let’s look at the definition of the word;

“Velocity is equivalent to a specification of an object’s speed and direction of motion”
https://buff.ly/3lRadmm

I took a deep dive into the word “velocity” a few years back, and to me, it is the perfect word to use as a definition …

03/04/2023

Are You A Vitamin Pill Or Are You A Painkiller?

“Hope is not a strategy.”

— Vince Lombardi

Do you know what the crazy thing is? A lot of people hope their brand and marketing efforts will work. “I hope this campaign will engage…” or “I hope these Facebook ads will convert into sales…” or “I really hope these products will sell.”

In my book, that is the worst way of thinking, because if you’ve done your research, starting with the question; Am I a vitamin pill or am I a painkiller? At least you know that you will create value for your audience.
https://buff.ly/3zfiRhI

Do you know what the crazy thing is? A lot of people hope their brand and marketing efforts will work. “I hope this campaign will engage…”

30/03/2023

Do You Have The Right Strategy?

“Without strategy, ex*****on is aimless. Without ex*****on, strategy is useless.”

– Morris Chang

I didn’t come across this quote before I finished writing my book; Brand You Economics, but I can with certainty say that this is the whole reason I wrote the book in the first place.

Over the years as a creative strategist, business advisor and mentor to various startups and entrepreneurs, I became more and more aware, and yes at times extremely frustrated about the fact that most brands, companies and individuals are so caught up in the constant chase to create content on the various platforms, executing marketing tactics without having a solid strategy in place first. So the ex*****on is aimless, it has no longevity and no clear vision on why said brand, company or individual is doing what they are doing. It is all for the sake of just being there, be it on Instagram, Facebook, LinkedIn, Tik Tok, Snapchat, YouTube, Clubhouse (is that even a thing anymore) and Pinterest
https://buff.ly/40Fo1jf

I didn’t come across this quote before I finished writing my book; Brand You Economics, but I can with certainty say that this is the whole reason I wrote the book in the first place.

30/03/2023

The Rule That Will Make You Stand Out From The Crowd

“Strategy is about setting yourself apart from the competition. It’s not a matter of being better at what you do — it’s a matter of being different at what you do”

— Michael Porter

One word that the marketing wizard, Seth Godin once so simplistically and elegantly explained, is the word “remarkable”. It doesn’t mean that it has to be fantastic, out of this world, magnificent, or super special — it is about doing something worth making a remark about. Do something that stands out from the crowd, something different.
https://buff.ly/3Zrm2NU

One word that the marketing wizard, Seth Godin once so simplistically and elegantly explained, is the word “remarkable”. It doesn’t mean…