Consequences always follow promises, and the nature of the outcome is determined by whether you keep or break them.At first glance, broken promises appear to exert a more significant impact. And indeed, the hurt caused deserves attention. Less examined are the gains from keeping them.It’s easy to overlook the rippling...
Untethering a brand from day-to-day marketing activities can leave people feeling at sea about what remains. If it isn’t all the markers such as the logo, the campaign, the name, etc., what is it?Try thinking about brand as a warehouse for storing the value created by peoples and organisations day-to-day...
The combination of the devil, a pop song video and 666 pairs of Nike Air shoes containing a drop of blood appeared calculated to cause a storm. And last week, it also resulted in a judge upholding Nike’s lawsuit to stop MSCHF Product Studio from using Nike’s trademark swoosh and forced the...
The term ‘unheroic work’ first landed in my language via a book by Jedediah Purdy1 about the commons of politics and community.The quote reads,“Yet a political achievement cannot be taken for granted. It is always either a continuing accomplishment or an eroding one. It requires the sustenance of unheroic work.”Despite...
Federal politics. Private schools. Law firms. It feels like every day reveals another allegation of sexism, sexual harassment and worse. And, following close behind the claims are shocked utterances from people in those organisations saying, “this doesn’t reflect our values”. I’ve got a news flash. Most simply put, values are ‘how...
Promises play an indispensable part in how value accrues in your brand result. Yet despite that, too little thought gets applied to what’s going on within the promise itself.Have you ever found yourself trapped under an avalanche of cavalier promises, with people playing fast and loose with the content. And...
After hundreds of articles and speeches and a couple of books about ‘brand as a result of the promises you keep’, I still get people retorting “oh, so you do marketing.”After I swallow my frustration, I take their assumption and use it as an opportunity to talk about what it...
A time-honoured tradition of beleaguered and reviled organisations the world over is a name change in the vain hope people will mistake them for someone else. And so jest and more than a few jeers met the news last week that Adani Mining was changing its name to Bravus Mining and...
The supermarket giant, and more broadly Woolworths Group, is the target of a #boycottwoolworths social media campaign this week, after announcing its sponsorship of the “Thanks a Million” campaign. The program is designed to “thank everyone who has gone the extra mile” during the hellish year of bushfires and pandemic. So far, so good. The...
Does your to-do list include working on the brand? How about your team’s list? It’s almost certainly on the organisation’s list.And if yes is the answer you’ve got brand in the wrong place. Because it is not something you do, it’s the result of it.Marketing as driver of the brand...