There is a children’s book that, if you have not read, then we think you should. The award-winning illustrator and writer Oliver Jeffers, probably most notably known for his wonderful ‘Lost and Found’ story, is also the author of ‘The Hueys in The New Jumper’.

The blurb reads “The thing about the Hueys is that they are all the same. They all look the same, think the same and do the same things. Until one day, Rupert knits himself a new jumper…”

Rupert, the main protagonist in the tale wants to be different, all his friends think he is crazy until they realise that he looks pretty cool in his new jumper, then they all want one to look the same. Rupert tries another trick to further differentiate himself, but his fast to copycat species thwart his efforts, but that would be too much a spoiler to reveal.

To shoe-horn into our agenda, this could equally be a tale of the dangers of being brand trendy; following the style of what is out there, rather that creating an image that stands out and gets noticed for who you really are.

Many brands and brand designers fall foul of this, jumping on the bandwagon of fashion and thus reducing the ‘special difference’ that makes for a powerful identity.

Just look thorough the design blogs, recent brand news, Instagram and Pintrest and you’ll see what we mean. One style, or one approach to making and revitalising brands is not only remiss, but dangerous. if you want a copy.