All posts filed under: Strategy

Over-committing by choosing a singular strategy

The Singularity Strategy: Choosing to over-commit

Every day, companies are pitched opportunities to take their business in a ‘new’ direction or to stay the course—by colleagues, by their consulting agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering. And many struggle to balance the strategic need to move things forward over the longer term with the plethora of more immediate demands for response or action. Singularity is hard in a world of distractions.

Brand strategy - not just brand paperwork

Brand strategy – not brand paperwork

Both Jeff Swystun and Mark Ritson have taken aim at the brand industry with characteristic frankness. Whilst applauding the advances in turning brand into a recognised commercial activity, Swystun believes that an industry developed to fight commoditisation has itself succumbed to that market pressure. It has, he says, become “… highly stylized, shiny, and cool but largely standardized, prescribed and frequently devoid of substantiated benefit.” Everyone is being different in exactly the same way. Brand is today’s shiny metal object.