Brand is the idea. Reputation is the reality. The latter is the accumulation of everything you do and have done, whilst the former is the image you’re packaging and shipping to the world. Because of this, a bad reputation can easily compromise a brand strategy. If somebody tells us that they’re a fun loving, kind and generous chap, we’re unlikely to believe it if everything we know of them forms a counter image...
Read MoreHierarchies, titles, talk of synergy, unscrupulous practices and team building seminars are the stale crusts of the 20th century. Corporations now masquerade under a new image; offices are bathed in colourful furniture and edifying wall slogans and the spin and squeak of chairs is no longer the only fun to be had. It’s less austere, more playful, or at least disguised to be...
Read MoreInbound marketing is marketing with a devilish twist; it’s inverse – the marketer no longer ventures out to find prospects, but generates numerous hooks, awareness and pulls to draw customers in...
Read MoreWe now have the tools to dictate our value – which has a far longer shelve life...
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The business landscape is a hunting ground. Small start-ups hungrily seek the market share of big players, whilst big players desperately look to absorb start-ups’ entrepreneurial agility. And thus traditional understandings of the employee role are slowly lost. The workers of today must be entrepreneurs, innovators and inventors, with the elusive talents and traits normally allergic to the corporate environment...
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There’s something outside the window, the sound of the hoover downstairs, or that bird that just doesn’t know when to stop chirping. Everything out there is vying for our attention. As 21st century individuals, our attention is our most valued commodity – yearned for by every commercial entity, requested through each and every advert and sales pitch...
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Companies, like nations, require soft power. Their efforts of persuasion and influence, within the minds of customers and shareholders, are equal to their capital or buying power. The parallel between these processes of branding is obvious: each seek to establish a name and an identity which illustrates and purports a position of strength, through an engaging product or service...
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