• Always Wear Red is one of our biggest clients

    16 Dec 2016

    The Red luxury fashion accessories brand which was only launched in February 2016, believes that Confidence is a Colour. The colour Red in fact.

    Always Wear Red - Luxury fashion accessories

    angelfysh updates and runs the day to day life of Always Wear Red’s 7 Social Media platforms, publishing a total of over 143 pieces of Social Media content every week.

    Although the number may seem high, by using a mixture of unique and pushed content we’re able to create all of the Social Media content within a reasonable timeframe, giving the client value for money.

    For Always Wear Red’s Social Media content we produce one high quality blog ever day which helps to fuel the daily Twitter, Facebook, LinkedIn and Google+ updates. On top of this we also create 3 daily Instagram photos which are also shared on Pinterest.

    To develop and maintain an active, on-brand Social Media presence doesn’t need to be massively time consuming as long as you are organised.

    You can visit Always Wear Red’s online store here.

  • angelfysh Client Story: UltraMAP (two of two)

    12 Oct 2016

    UltraMAP has a great slogan.

    ‘Security in an Insecure World’ works because it is short and memorable, it is very current (it launched at a time when the world is feeling rather shaky!) and finally it undermines the competition and supports UltraMAP’s unique proposition at the same time.

    How to position yourself uniquely and undermine the enemy at the same time.
    UltraMAP is unique because they are the only one of their kind (the only brand in their category) that monitors 24/7. So this slogan highlights this unique aspect, plus shines a spotlight on that which is missing from the also-rans.

    Good adverts recommunicate this superiority and so attached to this blog there are four additional adverts to follow on from the four yesterday.

  • angelfysh Client Story: UltraMAP (one of two)

    11 Oct 2016

    UltraMAP came to angelfysh in 2016 with a fabulous offering and the green shoots of global recognition.

    Their business was quite new, the market was an emerging one and the opportunity was great.

    The website was newly launched, the logo was smart and fresh and the owners were, and are, totally clued-up.

    What they needed next was a brand.

    Sometimes doing things in an unusual order is just fine.
    Martin and Des’s business was over communicating.

    So marvellous is the offering and so detailed is the infrastructure that it is really hard to communicate what they are and do simply. And the more complicated a business communicates, the harder anything is to remember.

    So we dug deep with UltraMAP and created a detailed brand framework document. From that came a series of eight brand supportive adverts that we drip-dripped across three Social Media platforms and their blog.

    Done right; design and advertising follows brand

    You can see four of the advertising solutions at this blog. Four more will appear tomorrow.

  • angelfysh Client Story: Serious Engineering

    10 Oct 2016

    Royal Mail Engineering is a wonderful setup that makes some of Britain’s most iconic street furniture ever. Around the world, the Royal Mail Post Box in all its variations is instantly recognisable.

    Such high level metal fabrication expertise is of such value that the team decided to create a market-facing brand that would create an additional income stream for Royal Mail Engineering’s Metal Fabrication team.

    And Serious Engineering was born.

    The angelfysh way – the five step approach that works best

    The angelfysh way is to remove randomness from design and marketing by following our five step approach. So we started by looking at the organisational objectives for the in-house manufacturing facility. We identified five key organisational objectives and then moved on to brand.

    We developed a brand that stood the best chance of achieving the identified goals. A brand is nothing to do with what a business looks like of course, it is what the business internalises as its belief. It is its purpose.

    Dyson’s brand is not a five letter word; it is a promise of no loss of suction.
    Duracell’s brand is not a copper-topped battery, it is the promise that your things will last, ‘longer; much longer’.
    And the Lynx brand does not exist so that young boys will smell nice, it is so that they will be able to attract and seduce young ladies like they never could before!

    Brand is about perception, and making promises.

    The Marketing Strategy followed and so too did the carefully selected tactics that lived within the strategy.

    Lastly – design.

    What is normally first out there is last in here.

    In the world of angelfysh, design comes last. This can be quite disconcerting because design is tangible. It makes you feel safe because you can see it.

    Brands are invisible; they exist only in the mind of the consumer so it is scary to invest in brand, or indeed anything that you cannot see.

    But with no brand, there is no differentiation. No differentiation, no stand-out. And no stand out means that your targets don’t know why to use you over anyone else.

    So don’t miss the brand step out or every penny that you spend afterwards is at best sub-optimal or at worst damagingly wasteful.

  • angelfysh Client Story: SAFESOL

    07 Oct 2016

    SAFESOL’s Vicki is one of the cleverest specialists we have ever worked with.

    And as Vicki learned most of what she knows about chemicals from her dad, goodness knows what that makes him.

    The simplest questions are the best ones.

    SAFESOL is based in the North East of England and helps a number of different markets to benefit from its small but increasing range of market-specific and task-specific chemicals.

    SAFESOL is a small, friendly, approachable and knowledgeable business. But when we met them there was one thing that we just were not clear on. And because we didn’t know this, neither did their customers and prospective customers.

    SAFESOL’s range of chemicals is either developed by SAFESOL, or by third parties. The common theme with all of the chemicals on offer is that they are excellent! They do exactly what they are supposed to. SAFESOL are a ‘Do it once, do it right’ business.

    But when we met them it was not clear who chose who. It was not clear whether SAFESOL pre-filtered and chose whose chemicals to sell, or whether the chemicals company allowed SAFESOL to sell their ranges.

    And, at a brand level, this is important. So we asked the question.

    The littlest things make all the difference.

    It turns out that SAFESOL are extremely discerning. SAFESOL only stock and recommend what they believe is excellent. And we were so pleased by that.

    SAFESOL are not a distributor. They are discerning, demanding experts; they don’t develop or sell just anything which may get them the best margin.

    They only sell what they are proud to put their name on.

    Brand questions.

    This is an example of how operational, purchasing and decision making affect brand. Lots of marketing and design businesses see brand as what a business looks like. And it isn’t. It is what you stand for.

    SAFESOL is The Clever Little Chemicals Company, only content with solving customer’s problems. And now the world knows this, and that they are not just another distributor – they sell more.

    See. Simpler really is better.

  • angelfysh Client Story: Always Wear Red

    06 Oct 2016

    In February 2015, Michael had an idea for a fashion brand. One year later, to the day, the online store went live on February 14th 2016.

    Always Wear Red has clear organisational objectives. It wants to be the go-to brand on a global scale for red or part red accessories. This is because of the power of the colour and that that power means.
    Always Wear Red
    Red is the colour that is seen by the human eye before all others. This is because it has the longest wavelength.

    And it is the colour that is the greatest perception builder. It associates with power, status, intelligence, influence, sexuality, adventure and attractiveness.

    Such an interesting idea!

    Building the brand.

    But all of that is rather complicated.

    All great brands are simply constructed. And all great brands, as the great Simon Sinek tells us ask ‘why’ before ‘what’. Why is your purpose? And so Always Wear Red had to develop a brand purpose. One that was simple, memorable and ownable.

    And what’s more, it had to be connected not to what the business does, but to what the business does for the consumer. These are two different things.

    And so the brand purpose was born.

    What the brand does is create red or part red accessories from the world’s very, very best raw materials.

    What the business does for me is to give me the incredible feeling of confidence from knowing that I am seen first, that I am perceived positively and that I bought best.


    Most slogans are awful. That’s why people don’t bother with them.

    But CONFIDENCE IS A COLOUR is a good slogan. Alliterative, short enough to remember and it’s intriguing, too.

    Brand first. Marketing second.

    Marketing strategies and tactics cascade from brand and creative comes last. That’s how Always Wear Red has worked. The marketing is coherent because the brand keeps it that way. Everything feeds back to the brand promise of confidence.

    And surprise, surprise. If this brand is consistent is talking only about ‘confidence’, guess what it becomes famous for?

    The Always Wear Red online store is open now.

  • angelfysh Client Story: Virgin Money

    05 Oct 2016

    When Virgin Money was in the run-up to the launch of their current account in 2014, they came to angelfysh.

    Virgin chatted to angelfysh about recruitment of all things. Specifically, they chatted to angelfysh about how to gain insight into how industry superstars within their sector used the Internet as a recruitment tool.

    Then, they commissioned a report.

    The Virgin Money Conundrum

    Virgin is a wonderful brand.

    In our twenty-odd years of experience working with businesses and brands (and there have been many) Virgin is the brand that lives its values most accurately and consistently. And that’s hard!

    They are well known, global, distinct and – by all accounts – a pretty honourable bunch, too. So recruiting the best should be easy right? Well – yes and no.

    As part of our work gathering information relating to how the Internet is used as a recruitment tool both proactively and reactively by agencies and by client jobseekers, we unearthed some real surprises. And one such conundrum was how to attract the sectors’ most hard-nosed and reward sensitive bankers to Virgin’s warm and friendly brand.

    Thank goodness we have a team that understands brand! Marketing is important, but without a true understanding of how ‘true brands’ are created and interfaced with this world have been impossible.

    It was great to have been asked to help a brand that we hold in such high regard.

  • Internet marketing CAN work for 'not very sexy' industries too

    28 Sep 2016

    There are still a lot of traditional industries that think Internet Marketing wouldn’t work for them and therefore isn’t worth investing in. They also think they have nothing ‘interesting’ to say. However this couldn’t be further from the truth.

    Traditional industries

    With this in mind, I’ve put together this blog with a few case studies that show how using online marketing for traditionally ‘not sexy’ industries can and does work.



    Danish shipping company Maersk first began using social media in 2011 as an experiment to see whether its customers would interact with them in the same way as in B2C industries. The original plan was to raise brand awareness, gain insight into the market, increase employee satisfaction and get closer to its customers.


    As an example of how social media has worked for Maersk, the company drummed up 150 unique leads from a single Facebook campaign it ran telling the story of how its shipping containers navigate the frozen Baltic Sea during winter.

    The Facebook page linked to a form where visitors could fill in their information to download a brochure about the company’s anti-freeze services. Those who downloaded the form automatically became a lead in Maersk’s system and were contacted by the sales team.

    Results: Their huge presence on social media means that prospects (customers, partners, employees) are easy to reach. The company now has 35,000 Twitter followers (tripled in 20 months) and 2.2 million Facebook fans. It also has active accounts on other social networks. The content on each social network is tailored to that network, for example on LinkedIn, job vacancies are published as well as content showing the work culture within the business. And on Instagram it encourages followers to post photos of its ships using the hashtag #Maersk.

    Finally according to a 2013 global survey, Maersk was 2nd only to Lego in terms of engagement on Facebook and beat the likes of Disney, Shell, Ford, McDonald’s, Dell, Red Bull, Converse, Starbucks and Coca-Cola.

    A fantastic achievement for any company nevermind a B2B company!



    Global oilfield service company Petrofac uses Content Marketing in the form of case studies to help prospective clients understand what they do and who they do it for.

    Traditionally these very niche industries can be difficult to understand and hard to get information out of.

    So the ability to choose a case study based on service and type of project not only allows a prospective client to find what they are looking for, but also understand the distinct services the Petrofac offer.

    Results: 2014 was a record year for new business for Petrofac. And they saw a 43% increase in revenue between 2010 and 2014.



    Global agriculture manufacturer AGCO owns a range of brands including Massey Ferguson, Challenger and Valtra and apparently owes a decent portion of its $10bn in net sales to its social media strategy.

    Its social strategy is aimed at connecting the businesses with farmers and machinery dealers, mainly through thought leadership.

    Before launching its own social profile AGCO analysed the current behaviours of its target audience and found that they were already using YouTube to post clips of themselves using the company’s equipment.

    By actively engaging these users with a mix of informational and educational content the company has managed to attract 246,000 Facebook fans, 19,500 Twitter followers and 4,568 YouTube subscribers to date.

    Results: Net sales increased by around 40% between 2010 and 2014.

    IPS Flow Systems

    IPS Flow Systems

    International Plastic Systems, also known as IPS Flow Systems are an angelfysh client. The company supplies industrial piping systems to various sectors. We’ve supported the IPS Flow Systems primarily with SEO but also encouraged them to dip their toes into the water with regards to blogging and social media which they do pretty well now without any encouragement!

    Results: As a result of their improved online presence in 2014 the company secured 8 new credit accounts valued at over £75,000.

    Thank you for reading and feel free to get in touch if you’d like to chat about the best way to market your business online.



  • angelfysh Founder Lisa supports local charity

    29 Jul 2015

    I’m very happy to be supporting a local Charity in the Health Sector with not only Social Media support and Google Analytics advice, but Brand and Messaging too.

    HealthWORKS Newcastle have two centres in the West End of Newcastle, The Lemington Centre (pictured below) and The Health Resource Centre in Benwell.

    The Lemington Centre HealthWORKS Newcastle

    We’ll be working closely with their CEO and Communications Manager over the next couple of months and are really looking forward to it.

    Get in touch if you’d like to discuss your marketing needs.

    Thank you for reading.


  • Old Autumn House has a brand new home

    07 May 2015

    Saturday 2nd May 2015 had arrived.

    The grand opening day for Laura and Old Autumn House. After weeks of hard work, painting and decorating and with support from family and friends, Laura finally got there.

    So I popped down to Stockton town centre on Saturday morning to take some bubbly and browse the new shop. And as expected Laura had done a fantastic job!

    Lisa visiting Old Autumn House

    Old Autumn House is a great, ambitious business that Laura has steadily grown from starting out with an e-commerce store using the Shopify platform in 2014 to launching a brand new custom website last month in April 2015 to now has opened a bricks and mortar premises this month.

    Sales continue to grow both online and offline and I’m looking forward to the next phase of our working relationship.

    Thank you for reading.


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