Put very simply, there is far too much bland out there already, too many me-too blands that stand for nothing in particular. They are businesses built on empty bland promises rather than compelling brand promises and as such, they have little or no real value because they succeed famously in failing to give anyone a reason to choose them over their perceived competitors.

It’s time to throw away the bland guidelines manual!

Blands are most frequently built on misplaced faith, far too much hope and much too little clarity. They are most often the result of execution before strategy, marketing before brand. Sure, the businesses involved may have a name, a logo, a website etc but sadly all arrived at without first having determined what they need to be seen to stand for and to communicate to their target audience.

It’s time to think brand not bland – time to stand out from the crowd!