Little  Black  Sheep  

BRAND  PLAYBOOK  

Look  at  me.  I’m  not  from  around  here.    I  left  the  herd  behind  in  search  of  greener  pastures.    

There  was  too  much  white  around  me,  all  doing  the  same  thing.    I  couldn’t  see  anything  new  so  I  broke  out.    

I’m  independent  now,  anonymous  and  see  things  differently.    I  don’t  like  ‘woolly’  talk  nor  ‘blah  blah’.  I  prefer  ‘bah’.    As  you  know,  I’m  used  to  a  black  and  white  world.    

So  I’m  straightforward,  direct  and  honest.    Follow  me  if  you’re  like  me  or  even  if  you  like  me.    

Together  we’ll  explore  the  unknown.  Leave  the  herd.    Become  a  little  black  sheep.  

Our  Manifestory.  

too  much  blah  blah?  

Here  is  a  shorter  version  

Little  Black  Sheep  

we  love  to  stand  out.  because  we’re…  

DIFFERENT.  

CURIOUS.  

OUTSPOKEN.  

DIFFERENT.  by  nature.    CURIOUS.  by  habit.  

OUTSPOKEN.  by  choice.    

guiding  principles.  

CURIOUS.   OUTSPOKEN.    

from  principles  to  posts.  

by  habit.    

by  nature.   by  choice.    

DIFFERENT.  

We  left  the  herd  behind  us.  We  like  to  explore  and    break  out  of  the  usual.    We  like  new  stuff.    Greener  pastures.    We’re  used  to  that.    

We’re  not  British.    We’re  from  somewhere  else.    So  we  have  another  view    of/on  things.    That  makes  us  different.  Naturally.      

Our  world  is  black  or  white.    Not  grey.    We  don’t  like  ‘woolly’  talk.  We’re  direct  and  honest.    We  choose  to  say  what  we  think.          

We  like  to  explore.  This  means  that  we  do  not  only  want  to  be  the  Sirst,  but  we  want  to  know  the  story  behind  something.    

Our  approach  is  to  stand  out  from  others.  We  strive  to  be  unique  as  to  which  places  to  review,  what  we  shoot  and    how  we  present  ourselves.    

There  is  a  lot  of  blah  blah  around  us.  We  take  a  stance    and  we’ll  be  frank  about  it.    Our  writing  is  direct  and  cuts  through  the  clutter.    

Why?  

Ok.  

So?  

Brand  Proposition  

An  independent  blog  with  a  different  attitude,  that  has  storytelling  at  it’s  core.  We’re  a  movement,  that  keeps    

on  moving  so  we  encourage  others  to  follow  us,    But  more  importantly,  engage  with  us.    

 We  little  black  sheep  are  a  mix  of  travellers,  developers,  journalists,  photographers  and  admen  able  to  deliver    

quality  stories,  high-­‐end  visuals  and  a  very  ‘Sindable’  blog.    Remember,  we  stand  out.  Leave  the  herd.  Join  us.        

KING  OF  BLOGS?  

HOW  DO  WE  STAND  OUT?  

Blog  Insights  

§  A  very  cluttered  market;  everyone  has  a  blog.  

§  Picture-­‐led  blogs  are  in  abundance;  there  is  a  shortage  of  copy-­‐led  blogs.  

§  Blog  front-­‐pages  are  either  dull  or  overcrowded,  few  offer  structure,  let  alone  tell  a  story.  

§  Basic  user  needs  are  “I  need  to  Sind  a  place  now”  and                “what’s  out  there?”  

§  Few  blogs  actually  engage  with  their  readers  and  let  them                take  part  in  discovering  their  city  

We  Heart  

PRESENTATION  QUALITY  

CONTENT  QUALITY  

Little  Black  Sheep  Londonist  

Petite  Passport  

Our  Little  Black  Book  

blog  landscape.  brand  positioning.    

Barchick  

design  

magazine  

guide  

blog  

website  

let’s  brainstorm.  

?  

WHAT  WE  CAN  DO  TO  STAND  OUT?    WHAT  ARE  OUR  BLOG  USP’S?  

Our  Features  

Outstanding  Copy  

Razor-­‐sharp  Photo’s  

Crystal  clear    Design  

Borough    Map  

LBS    Favourites  

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“LET’S  START  A  MOVEMENT”