Agility, speed, stability and more

Agility is an enigma to some organisations, often seen as speedy reaction, not a strategic discipline or a distinctive predictive capability – looks like it’s time to change that? We live in a world of unprecedented change, disruption where the linear, predictable economic, political and social systems we’ve become used to no longer exist. Against […]

Empty brands:

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, […]

When organisations forget about customers

Think customer – the obvious Most people in the ‘front line’ of organisations think customer, perhaps the immediacy of face to face or direct contact makes for a better, personal connection. There’s nothing more immediate, relevant or real than talking to customers, ‘feeling’ what they say, ‘getting it’, so why do organisations tend to forget this? Why […]

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 […]