“Not having advertising to build a brand is a fabulous constraint. It means you have to do everything a lot harder.” 

-Perry Haydn Taylor

Perry Haydn Taylor, founder & creative director of design consultancy Big Fish (no relation), has worked with many well known premium brands such as Gu, Dorset Cereals, Charlie Bighams and most recently Yeo Valley.

Here Perry gives his perspective on how to build brands without advertising and explains Big Fish’s concept of ‘Pack-vertising’ whilst looking at how it was applied to their work on Dorset Cereals.