As organisations flex and respond to rapidly changing buyer behaviour, influence and engagement – driven by the usual perfect storm of technology, globalization and empowerment – traditional business and engagement models are under pressure. Businesses are looking for a more intelligent, inherently responsive way to direct everything. This ranges from production and distribution of their [...]
‘Mind the Gap’. It’s a useful thing to read on a station platform. We don’t want to fall down those gaps. But brand gap analysis is one of the most important tools in our box; using it well can make the difference between success and failure, growth and decline – of any organisation from a [...]
What are your values? It’s easy to dismiss them. Like almost everyone, I’m usually cynical about them. But especially in today’s world of brand-sensitivity and emphasis on reputation, they’re vital. And as cited in this old (2005) Fast Company article, strong corporate values, tied to what you actually do and are known for, have definite [...]
Any martial artist or yoga bore will tell you how important alignment is. It makes movement economical, reduces injury, and increases effectiveness. So how come so many businesses are catastrophically un-aligned? The most-often cited misalignments we encounter are between IT and business, and between sales and marketing. New research from Miller Heiman shows clearly that ‘world [...]
Our work may be increasingly digital and remote, but clients still want and need to attend industry events – and achieve results from them. Opinion’s divided on the purpose of events and the measurement of their results. But many of the businesses that treat them as isolated elements fail to reap direct and indirect rewards [...]
In business, the past is only useful if you use it to improve current position and adapt to future events. I think the only way to do that is to have an integrated, complete strategic approach across business, brand and content. Some people believe that in today’s changing environment, strategy and planning are useless. But [...]
How times have changed. Today, in our over-crowded, over-analysed, and over branded world, real business/brand values are hard to find. In the nineties and naughties, the search for values became a marketing necessity (everybody has them, so should we), and the rapid growth of brand consultancy/management meant that most purveyors inevitably followed the same prescriptive [...]
If mobile is the future of marketing, then the future is now. Consumers are buying shiny smartphones in their droves, which is driving a revolution in the way we engage with them. The mobile internet on smartphones and other mobile devices has set the web free from the desktop and it won’t be long until [...]
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