Latest Posts


Setting your north star purpose

Reading Time: 6 minutes Keith Yamashita started it – companies and brands finding their northern star. At least, that’s where we first heard it. The term isn’t astronomical, it’s aspirational. Your north star purpose is an ideal of your company or brand that burns bright in front of you and your staff, that leads you on, that fires you […]

Brand affinity: 10 ways to build a truly likeable brand

Reading Time: 4 minutes Most brands would say they want to be as popular as possible, and many of them would see social media as a way to achieve that. But as David McInnis commented: “You can have all the social pieces in place but doing so does not make you likeable. Most companies that have a social strategy […]

Choose an emergent strategy

Reading Time: 4 minutes Do you remember when you were a child the first time someone made you a paper plane? If your recollection is anything like ours, you couldn’t believe how it left your hand and made its way across the room. Before long though, it lost height and velocity, and fell to the floor. Your strategy may […]

Every brand must dream

Reading Time: < 1 minute Brands need to inspire, because that optimistic prognosis of what lies ahead holds real opportunities in terms of engaging and involving people. Belief humanises brands. Which is why every brand must dream. Optimism aligns directly with our worldview. In other words, what we look forward to is a world that is most like the world […]

Look for seven R’s in your brand strategy

Reading Time: 2 minutes What should you be looking for in a strong brand strategy? A great brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness and distinction. There are 7 factors to look for: the seven R’s in your brand strategy … […]

Building a cult brand: the first 3 secrets

Reading Time: 2 minutes We coined the term ‘cultrepreneur’ some years back to describe enterprising business people who consciously set about developing brands that are anti-scale, hard to find and fervently followed – cults. A number of people have asked me how you go about building a cult brand. So here’s the first three secrets: Cult brands are evasive […]

How your product brand can gain an emotional advantage

Reading Time: 3 minutes Just getting a presence for your product in most markets can be hard work. A longer runway than anyone expects. A lot more patience required as well. Long days having to justify every metre of shelf space you’re allocated. And to what end? It’s hard work taking your product from an option to a choice. […]