Reading Time: 4 minutesAt a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.
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Perspectives
Do you dare translate company values into action principles?
Reading Time: 3 minutesIt’s all very well having a purpose and company values, but how have you translated those into actionable principles that guide what you will do and won’t do?
What’s your brand culture? | Part 1
Reading Time: 5 minutesBrand 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.
What’s your brand culture? | Part 2
Reading Time: 5 minutesIn 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 minutesDo 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 minutesThe 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 minutesWhile 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 minutesHow 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 minutesRight 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 minutesCall 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 minutesEveryone’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 minutesEvery 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 […]