Our Blog

17.04.2024

Why are Brand Guidelines Usually so Crap?

James Procter | Brand, Creativity, Marketing

Having just completed extensive brand guidelines for one of Australia’s largest renewables companies and a major road safety body, it struck me—most brand guidelines suck. But the thing is, they don’t have to. In fact, I would argue that properly completed, brand guidelines are one of the most important documents in an organisation. Let me […]

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30.11.2023

How We Create Powerful Customer Personas

James Procter

Understanding your customer is not just a part of the strategy; it’s the basis of business success. At One Small Step Collective (OSSC), we’ve refined a method that combines human insight and artificial intelligence to create incredibly detailed, purposeful customer personas. These aren’t merely abstract concepts; they’re vivid and insightful profiles that bridge what customers […]

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01.09.2023

McKinsey- ‘How Gen AI will impact your business’

James Procter

So, there may be a few industry ‘pundits’ that try to downplay the possible impact on marketing and business but the facts tell a different story. Five little letters that will change the way we work: G-E-N A-I. A recent McKinsey report suggests that Generative AI could add up to $4.4 trillion to the global economy. […]

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28.08.2023

If You Think AI in Marketing is Sh*t, You Are Probably Sh*t at It

James Procter

It’s just an opinion… but, OK, so here’s the gist of where I’m coming from. I’ve noticed quite a lot of ‘Marketing influencers’ talking down AI and Generative AI in marketing. Claiming it’s just a “fad” and ridiculously comparing it to things like the metaverse and Web-3. I can understand the frustration. Many may have […]

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13.07.2023

What does AI think of your brand?

James Procter

Artificial Intelligence (AI) has become a game-changer in the world of branding and marketing. It’s not just about automating tasks or crunching numbers; AI is now capable of understanding and interpreting your brand in ways that were previously unimaginable. But how does AI perceive your brand, and what does it mean for your business? AI […]

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09.05.2023

Embracing Speed: How Data-Driven Creativity Accelerates Results

James Procter

In today’s fast-paced marketing landscape, speed is more critical than ever. As a pioneer in data-driven creativity, OSSC has long recognised the power of cutting-edge technology to help us deliver results faster and more efficiently for our clients. While others are just starting to experiment with AI, we’ve been leveraging advanced data analytics tools for […]

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04.05.2023

Other Agencies Playing AI Catch up.

One Small Step Collective | Artificial Intelligence, Social Data

At OSSC, we pride ourselves on staying ahead of the technology curve. While other agencies are just dipping their toes into AI by playing with GPT, we’ve been harnessing the power of AI-enabled technology and data-driven creativity for the past seven years. We understand the immense value of AI (such as the ability to process […]

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