Basking in brand

Brand. The word oddly conjures up a cold feeling; sending shivers down the spines of communications professionals in many organisations. That is, if it doesn’t remind you of a mediocre comedian-cum-revolutionary.

“Brand police”. Being “on brand”. These phrases that we all use stifle creativity and remove freedom, sucking the life out of something which should be vibrant, exhilirating, or even comforting.

Why my job should not exist

Over the last few years, I have specialised in what can loosely be called “website optimisation”. Across the online industry, this might variously be known as “conversion rate optimisation” (CRO), “revenue optimisation”, or more specifically “multivariate testing” or even “web analytics”.