Once upon a time, there was a small business trying to stand out. It had a great product, fair prices and decent marketing but yet customers seemed to pass it by. The missing ingredient wasn’t more features, bigger discounts, or fancy graphics. It was a story. Because here’s the truth: people don’t buy products, they buy stories. They buy into the emotion, identity and meaning that a brand conveys. Whether you’re a café on the corner, a boutique marketing agency, or an onlin

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Even though P45 is only a few years old, but I’ve spent the last two decades helping clients large and small find their voice, tell their...

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