“Think before you speak. Read before you think.” - Fran Lebowitz

CONTENT STRATEGY: Start with the end in mind. Sounds like a cliche, but there's a lot of truth in that hackneyed nugget. Before you start creating content, you need to think about who you want to reach, how your branded content's going to get noticed, where all the stories you're going to tell will come from and a whole lot more. Importantly you need to decide about the specific problems content could help you solve, or opportunities that could be created. Creating a good content strategy is pretty much about developing a sound vision that will tell you where you're going, and how to get there.

NAMING: What's in a name? A lot of hard thinking, searching, negotiating and, at times, struggle. The creative part of dreaming up a name is a lot of fun [particularly when there are a gaggle of thinkers and boxes of pizza involved.] What's a bit more tricky is creating a name the whole team loves, that reflects the brand that's being created, and that has a digital home that works.