Reading Time: 5 minutes Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market. It’s how people work together to bring the brand alive.
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Perspectives
What’s your brand culture? | Part 2
Reading Time: 5 minutes In the first part of this two-part series, I talked about brand cultures that focus on performance, those that are restless for change, freeform cultures and those that learn fast and continue to evolve. This second part focuses on brand cultures driven by a need to change the world; start up brands evolving into grown […]
Brand strategy. Is it art, science or crap?
Reading Time: 4 minutes Do all the frameworks and processes that strategists use really add value for brands or is it all just ****? In the spirit of strategy itself, let’s test a number of positions.
How to fail successfully and recover completely
Reading Time: 6 minutes The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top companies plan for when things don’t go to plan?
Integrating your brand language across your business
Reading Time: 4 minutes While many businesses have woken up to the need to align the language in their marketing comms with their broader brand DNA, they often fail to fully integrate that language into their broader operations.
Businesses need to focus right across customer journeys
Reading Time: 5 minutes How should companies map more effective and engaging customer journeys? By recognising that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.
Is brand experience the new sugar?
Reading Time: 3 minutes Right now, it feels like almost every brand wants to hook their customers on sweet moments that have them coming back for more. But is that what people want or have brands simply made high-energy experiences the new must-add?
The power of brand rituals
Reading Time: 3 minutes Call them rituals, ceremonies, habits … associating a brand with a set behaviour can have a powerful effect on loyalty and enjoyment.
How 6 factors critically influence the effects of corporate scandals
Reading Time: 10 minutes Everyone’s very quick to call almost any bad news another example of corporate scandals these days. We are in the grip it seems of “the outrage orchestra” as Chris Wren so delightfully describes it. Nevertheless, companies do get into trouble, and they emerge from those challenges in different states. Some seem to brush off what […]
The Singularity Strategy: Choosing to over-commit
Reading Time: 5 minutes Every day, companies are pitched opportunities to take their business in a ‘new’ direction or to stay the course—by colleagues, by their consulting agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering. And many struggle to balance the […]
Building real brand trust in a world full of fake
Reading Time: 8 minutes Once, it was easy to build brand trust. You used mass media to establish profile and credibility, you became a “household name” and that was pretty much it. No longer of course. The splintering of channels, new levels of transparency and increasing expectations from customers have made just ‘being’ a trusted brand almost impossible. Trust […]
Why we all still love (and hate) ads
Reading Time: 5 minutes It’s the next thing out of most people’s mouths the moment I tell them I work in marketing. They hate ads, there are too many of them, and who’s got time to watch television or read mainstream media these days anyway?