Strategic Brand Consultancy
(From Interbrand) The code by which the brand lives. They act as a benchmark to measure behaviours and performance.
Back in the day Benjamin Franklin (or Daniel Defoe) famously said: “In this world, nothing can be said to be certain, except death and taxes.” While such wisdom is true, it feels somehow incomplete. One could rephrase it today as follows: “In this world, nothing can be said to be certain, except death, taxes, and …
Are you trying to define what keeps your organization together? Do you want to discover your organizational values? Would you like to write down "the way things get done around here?" Then, read on! I am frequently asked to help brands and organizations to discover their values. Not so rarely, my clients give me a piece …
Continue reading "How to discover your organizational values?"
Look around you. They are everywhere: The over-worked. The under-appreciated. The under-valued. The lost ones. The professional zombies. Today's professionals are not happy at work, and I think our thirst for meaning is at the core of the problem. Follow your bliss and doors will open where you would not have thought there would be …
Protests against oppression in Turkey are in full swing. And if you are willing to listen, the New Young Turks can teach your organization two great lessons: In the midst of a warlike situation, Turkish protestors built a fully functioning free public library. Why and how did they do it? Here is the first lesson: …
It’s blasphemous to think that Harlem Shake could have anything to do with innovation… It’s disrespectful to waste your precious time with such nonsense. I must be on drugs. But... I am not! Believe it or not, Harlem Shake meme teaches us something fundamental about the change process that takes place in biology. And that …
Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this scary stat?: 86% of place branding projects fail within a year of introduction. Is there a way to break this curse? Let's figure out the …
Have you ever left a meeting questioning why you were even summoned in the first place? What was the objective of the session - if it had any? What was the convener trying to achieve? I don't know about you, but I have been to too many such meetings, in which we, collectively, wasted valuable time …
NBA lockout is about to end. The hot topic of discussion is what's the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not enough to explain how he became the magnetic person that he is. During his Hall of Fame induction speech, …
There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational …
Carl Jung once said, “Never do human beings speculate more, or have more opinions, than about things which they do not understand.” Unfortunately, brand storytelling is one of those things. Let's try to unearth its meaning and find ways to leverage brand storytelling to support brand strategy. “Never do human beings speculate more, or have …