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...
When a business closes up shop for good, the question of what happened often overlooks the role growth played in the failure.Sure, you have to grow to survive. And it’s easy to ascribe failure to a lack of growth, but too much growth is equally dangerous.Talk of unicorns and hyper-valuation...
Walking through the lunch throng after a recent conference talk, I got waylaid by the comment ‘we’re working on our brand’.Because I had ‘Brand Counsel’ on my tag, it’s understandable people wanted to talk about it. So I asked what that meant for them. I was curious because in my...
What are the enemies of the brand result? The desire to fiddle, resistance, and the doldrums.The first one – the desire to fiddle – might feel counterintuitive. After all the things you do result in the brand. And while yes that’s true, for it to work you’ve got to do...
While taking a morning spin through a few email newsletters I get, a quote in an article about a fashion label taking private equity funding, grabbed my attention and got me thinking:“… founders…say they approached Alecon looking for a partner which could provide expertise on the operational and logistics side...
I’m always looking for ways different ways to make it easier for people to think about their promises.Last week listening to a recent Knowledge Project podcast, I stumbled on a conversation between host Shane Parrish and a guy called Jim Dethmer with a lively section on promises, except they don’t...
Unheroic work sustains a robust and resilient brand result. However, I have never seen one achieved if people in leadership aren’t also driving it.And when I say leadership, I include the chief executive, general manager, owner and founder, and also other people within the organisation who lead in various ways.So...
Retired Navy Seal, Admiral William H. McRaven isn't the kind of guy to offer brand advice. A highly regarded office, Admiral McRaven has the upright posture and grounded perspective one gets from a career spent shouldering hard things. He's also a sought after speaker and reading a transcript of his 2014 commencement...
Every week brings new stories of businesses and unhappy customers. And so this is for all the customers out there. In other words, all of us, because we’re all customers of something. And every day sees yet another story of someone wronged. People are up in arms, wrath and recrimination spilling...
After a recent talk, an attendee came up to say thanks, and departed with the comment: “I’m off to so some of the unheroic work you mentioned.” If you’ve read anything I’ve written in the past few years, you will be familiar with the phrase. I first came across the idea...