Brand priorities. An increasing dichotomy
Reading Time: 3 minutesThis thought-provoking presentation includes some interesting observations on the contrasting effects of brands on the world. On the one hand the Y&R planners point out,...
View ArticlePlanning to expand your brand? 7 things to consider
Reading Time: 5 minutesAs marketing teams finalise plans for the year ahead, the logistics of making growth happen should be strongly influencing the targets you set. Most of us would agree there are...
View ArticleHollow brands in an age of scrutiny
Reading Time: 4 minutesWe’re all tempted to do it at some stage: to overstate the advantages; to push the benefits of what is on offer past the point of credibility; to state that what we are doing or...
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Purpose, People or Profits: The tough choices facing brands today
Reading Time: 5 minutesThere are those who continue to frame the role of business in purely commercial terms. Business is hard enough, and the demands of shareholders and the markets so insistent,...
View ArticleDeveloping a re-liking strategy
Reading Time: 6 minutesSome brands and some sectors have baggage. They’re seen as bad. Or they have a reputation for behaving badly. Or they are still trying to win back confidence after a disaster. Or...
View ArticleSustainability: Is your brand asking stakeholders to kiss the frog?
Reading Time: 2 minutesThis analysis of the top 612 publicly traded companies reveals that while the conversation around responsibility is now in full flight, the words, for the most part, are well...
View ArticleBrands and boundaries
Reading Time: < 1 minuteMarketers face this dilemma every day. They must push some boundaries past the point of pain in order to get the jump and be competitive. At the same time, they must clearly...
View ArticleThe power of inconvenient questions
Reading Time: < 1 minuteEnron is a huge reminder of how easy it is to assume; of how the massive confidence of some readily inspires the trust of many. A reminder too of the power of the...
View ArticleDoes corporate responsibility require more social creativity?
Reading Time: 3 minutesSome years back, Deborah Doane wrote a hard-hitting article about the “myth of CSR”. In it, she argued that CSR was a reaction rather than an action; that it was essentially a...
View ArticleBalancing brand behaviours
Reading Time: 3 minutesYour word is your brand. Or rather, if the words aren’t right and your consumers depend on them for vital information, your brand will quickly find itself in the crosshairs of...
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