…all this fake science marketing mysticism…

For some reason, as soon as you describe something as a brand all this fake science marketing mysticism gets invoked and paralysing decisions get made.

Yes, if we talked to a focus group about these icons we could probably get them to say they liked them and they were central to GOV.UK as a brand. But, in the real world, when they’re using the site, they couldn’t really care less.

It’s brilliant and clarifying to be able to just act on that.

We should, absolutely, be worrying about GOV.UK’s reputation and about whether people can use it well.

We should not be worrying about the brand. It’s nice not to have to.

It’s been fun to watch Russell work on GOV.UK.