News & Blog

Brand Salience: The key to becoming the consumer choice

Brand Salience means buyers conjure up your brand in the right buying situations. It’s not just about brand recognition; it’s about being the first choice at the crucial decision-making moment. In this article you’ll find out about: This metric hinges on creating strong, positive associations, ensuring your brand resonates with consumers precisely at the point […]

Sallie Bale • 22nd Jan 2024

Flushed with Success: Championing Menopause Positive Workplaces in Aberdeen

Read about our event, aptly named "Flushed with Success," aimed to shed light on the importance of creating menopause positive workplaces. Why? To ensure that women don't feel the need to step away from their careers due to a lack of understanding or support during this significant phase of their lives.

Sallie Bale • 25th Sep 2023

Brand Distinctiveness: From Differentiation to Memorable Marketing

In the crowded marketplace of today, brand distinctiveness has emerged as a critical factor in capturing the attention of consumers. It's no longer enough to simply differentiate your brand from others; you must create a brand that is instantly recognisable and memorable.

Sallie Bale • 20th Jun 2023

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Brand Positioning: Going from Good to Unforgettable

Setting your brand apart from the competition and creating a lasting impression in the minds of consumers is no easy feat: that's where brand positioning comes into play.

Sallie Bale • 29th May 2023

What is a brand purpose statement?

How to develop your brand purpose and write your brand purpose statement.

Sallie Bale • 27th Mar 2023

This is the header image for a guide to developing a brand purpose statement.

How to Audit Your Brand: the five step guide

Unlock the secret to brand success and map your journey to growth with our expert guide to brand audits. Learn how to conduct a brand audit today.

Sallie Bale • 6th Mar 2023

header image for blog How to Conduct a Brand Audit

Brand Wheel: the Definitive Guide

What is a brand wheel? Why do you need one? How do you make one? When do you use one? All your questions, answered here.

Sallie Bale • 15th Feb 2023

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How strong is your employer brand proposition?

This guide will provide you with valuable insights to help you craft an unbeatable employer brand proposition statement.

Sallie Bale • 22nd Jan 2023

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How to Conduct a Brand Analysis?

Brand analysis is a key tool in a marketer's brand growth toolbox. Discover the key stages, objectives, and different models.

Sallie Bale • 12th Nov 2022

What is brand analysis

What is a Brand Essence?

Have you ever thought about what makes your favorite brands memorable and recognisable? The answer lies in their brand essence. Sitting at the centre of the brand essence wheel, a brand’s essence is like a signature dish – distinctive, engaging and unforgettable. As an internal tool, a brand’s essence helps the marketing team maintain consistency […]

Sallie Bale • 12th Oct 2022

Flushed with Success: lifting the lid on menopause in the workplace

Here in the UK our workforce is about 30% women over 50. And many of them will be going through the menopause. So why don’t we talk about it? Last week The Lane Agency and NewsScotland hosted an event, Flushed With Success, to encourage open and honest conversation and create a positive language around making the working world a better place for women during this life stage.

Sallie Bale • 26th Sep 2022

5 Phase Brand Audit Framework

Discover the 5 phases of our brand audit framework and how we use Fame, Fluency, and Feeling to grow your brand. Learn more about our brand audit phases now.

Sallie Bale • 13th Sep 2022

Wellies and watering can representing brand growth as a result of the brand audit

Media diet: are you reading your greens?

What's your media diet? You know the phrase you are what you eat? What about the idea that you are average of the five people you spend most of your time with? Well the same goes for what you read, watch and listen to.

Sallie Bale • 14th Sep 2021

The Lane Agency Blog - Media Diet

Women supporting women: WACL Gather Scotland conference

Sallie Bale gives us an insight into her inspirational day at WACL Gather and a pertinent reminder to be the change you want to see.

Sallie Bale • 7th Oct 2019

The Battle of the Biases: TEDxGlasgow

Sallie Bale goes west for TEDxGlasgow, and returns with some mind-expanding ideas.

Sallie Bale • 28th Jun 2019

Let's Talk Tropes : Improving Our Approach to Gender in Advertising

Account Director Sallie Bale has some wise words for those parts of the ad industry that are still stuck in the 40’s.

Sallie Bale • 25th Jun 2019