What happens when your brand has no social, ethical or environmental foundations? Do brands that are simply economic or perhaps more superficial enjoy long term success? Answer: yes. At least they did. Focus on real values As marketing, brand building and public relations become more sophisticated there are always opportunities to promote style over content, […]
Brand
Focus marketing on a higher purpose
Is your marketing focused on a higher purpose? What is a higher purpose? In truth most marketing is focused on relatively short term commercial gain, for example an uplift in advocacy, loyalty or revenue. There is nothing wrong with marketing having clear commercial objectives, short and longer term, even ambitious ones but if these objective […]
Great stories
The essence of a brand lies in the stories it can tell and the emotional connections they make but can you maintain the integrity and relevance of your stories, your brand over time? What’s your story? There are organisations who have a great story to tell that just isn’t out there, and there are organisations that […]
Does branding transcend randomness?
Randomness is all around us, it’s everywhere, and we don’t understand it well enough, but do effective brands provide focus to overcome some of the uncertainty? We don’t understand randomness well enough There is no doubt as individuals we are aware of randomness, but we don’t really understand it well enough, and the same could […]
What is customer value?
We know what it means Intuitively most of know what customer value means to us, but as businesses and organisations how often do we step back and think what does customer value mean to our customers? Perhaps more importantly how often do we think about how to deliver it consistently well and at scale? […]