Reading Time: 6 minutes An amazing thing happens when you ask people to imagine their current workplace working to its potential. First, they smile. Then they hesitate. Then they want to talk about everything that’s wrong and why a better workplace is not real or practical or feasible. Purposeful culture change takes time. If you’re patient though and you […]
Tag: Focus
Agitation: Step 1 in building a purposeful culture
Reading Time: 6 minutes When we ask people about whether they want to change the brand culture, there is ambivalence. In a distressed culture, everyone can see that something is wrong. But the thought of change is not necessarily comforting. To make the commitment to building a more purposeful culture, it’s critical to point to a cultural agitation point: […]
Stepping up to a Principled Culture
Reading Time: 4 minutes Culture change models, in our view, are best achieved by the right mix of emotions, intent and order. Emotions, because they are such powerful motivators for change. Intent, because everyone wants to know where they’re going. And order, because structure brings surety. Stepping up to a Principled Culture is no exception. Fit is the f […]
Should your brand commit to a deliberate strategy?
Reading Time: 10 minutes A deliberate strategy is one that locks your brand into an approach for the foreseeable future based on clear data and harnessing the resources of the organisation to make that happen. It is a highly intentional strategy – motivating people to come together and work, in harmony, to accomplish defined goals. But is it the […]
Finding your brand mandate
Reading Time: 5 minutes What gives you the right to sell a product/service at margin today? It’s easy to assume you have a brand mandate. Or that you deserve one. But what is your brand doing to earn/retain the mandate it wants/has?
Finding an obsession
Reading Time: 2 minutes When you apply the concept of provenance to brands, it becomes a concept centred on systematically and competitively ‘localising’ what you’re about rather than diversifying to try and meet the generalised needs of the wider world. So it’s about having a narrowcast brand: one focused to the point of obsession on a specific area of […]
Excitement vs risk: The very different emotions driving purchase of B2B and B2C brands
Reading Time: 3 minutes Philip Kotler once described brands as helping people to make decisions. In a world of frenzied competition and bewildering choice, they are of course the fastest, simplest and most effective way to link a name to a perception of value. What can easily be overlooked however is that B2B and B2C brands are not just […]