The semantic web is just around the corner, but are we paying enough attention to intellectual capital vested in our intranets and internal networks? For many organisations ‘sentient intranets’ may be a more valuable near term prospect than Big Data or the semantic web. Arguably, organisations have vested considerable intellectual capital in intranets that has […]
Capability building
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 […]
Marketing disciplines
Marketing as a department is a redundant idea, marketing as a function is too limited. But, does marketing as a set of strategic disciplines make more sense than ever? From department to function to process to discipline Marketing is going through significant change right now, it has been going through this change for almost 10 […]
Test and learn – cost or asset?
Test and learn is a popular and ‘agile’ approach to development, but does it work at scale? What is ‘Test and Learn’? Test and Learn is an approach followed by many consumer-focused companies to test ideas in a small number of situations to predict impact. It’s designed to assess impact on Key Performance Indicators (KPI’s) […]