Phil Ingle Learn & Develop
when it’s all in the name.
new name
Phil Ingle Associates became Phil Ingle, Learn & Develop.
the context
Phil’s business had shifted from sales-focused consultancy and training towards leadership, finance, negotiation and communications. As his offer evolved, the strapline for Phil Ingle Associates needed updating, and lockdown gave him time to reflect.
the challenge
The brief wasn’t just about relevance. Phil wanted a strapline that stirred him more than the original ‘Empowering Business Development’ had. We looked at part of the business name as well, so the term after ‘Phil Ingle’ could carry more meaning.
what we did
Trialling ‘Training’, ‘Learning’ and ‘Development’ in place of ‘Associates’ opened up a range of sentiments for the strapline, from ‘having the right attitude’ to ‘being grown-up about training’. The choice balanced the meaning conveyed with Phil’s own response on first seeing the proposals.
the results.
- Learn & Develop replaced ‘Associates’ in the name
- 1 flexible strapline: ‘A financial mindset’
- 4 versions: financial, leadership, win/win and engaging
‘Phil Ingle Associates, Empowering Business Development’ became ‘Phil Ingle, Learn & Develop, A financial mindset’, with the strapline flexing to the specialism being promoted.
What came through was their great expertise, willingness to get things right, and some provocative thinking to help me get to something I never expected – but am delighted with.
Phil Ingle, Phil Ingle Learn and Develop
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