Craig Wills

(Contributor)

Craig Wills is executive strategy director at brand consultancy The Gild London.

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Archive

Only the media and legions of middle England curtain-twitchers appear to have taken a sharp and judgemental intake of breath [...]

31 July
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When Apple’s chief executive Tim Cook revealed its physical wallet-replacement service last September, I recall a tut and an [...]

16 July
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Don’t we just love a media-fuelled battle for supremacy, the winner in the ‘big race’, Goliaths all lining up for the 100 [...]

29 June
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198

It's dangerous territory, some smart-arse proffering a crystal ball projection of the future.  [...]

19 December
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Like many, I was - and still am - the proud owner of the 1984 original “Do They Know It’s Christmas” seven-inch. I was [...]

21 November
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Whichever way you look at it, the £1.7bn EU ‘toll-tax-bill’ is a fabulous win-win-win. The EU gets more revenue, the UK [...]

4 November
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I count myself very lucky. I was a "yoot" in the second summer of love, that heady blip in the late eighties when we revelled [...]

31 October
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As brand consultants, our singular task when all other non-constants shift like the sands – taxation, distribution, clients, [...]

29 August
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Many a quinoa-based dinner party has boiled and fizzed in anger at the apparent lack of accountability, the sheer brazen-ness [...]

22 August
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As another CEO falls on his multi-million pound sword this week; the convenient simplification of the problem into pricing and [...]

24 July
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As a client said to me last week [not related to free sex…], “Craig, I need brand sizzle” – baffled and with the scent [...]

11 July
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As we have observed over the past few years, Spain has become so wounded and damaged, plagued by financial and industrial crisis, [...]

20 June



It was a sad day for many when the news reported that the West Cornwall Pasty Company was about to go under last month; [...]

30 May



As a bloke of a certain age, the new wave real ale, artisan brewing phenomenon has not passed me by un-noticed; the emergence [...]

2 May

What is the brand of London, how is it being managed, who runs it and are we really capitalising on our greatest national asset?
 [...]

11 April