All posts filed under: Disruptive thinking

The brands that break the rules

The brands that break the rules

The rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons for all of us in that success as well.

How does a brand outgrow its defining characteristic

How does a brand outgrow its defining characteristic?

Twitter was built on 140 characters. Even though the limitation was serendipitous, it remains a defining characteristic of the brand in the minds of many. Concise thinking, hash-tagged to provide simple, global connection – there’s the Twitter value equation in a little under half the consigned quota. But the question Carl Miller asks is a good one. What happens when the idea that defined you starts to work to inhibit you?