Brands and Beliefs: A (Short) Virtual Coffee™ with Tom Asacker

Reading Time: 2 minutes I was first introduced to Tom a number of years ago when he and I were on the same contributor panel and I’ve always been taken by four qualities that come out time and again in his work: his call-it-the-way-it-is approach; his extraordinary ability to condense whole systems to meme-length summaries; his relentless search for […]

Motivation: Step 4 in building a purposeful culture

Reading Time: 3 minutes There’s a temptation to believe that the sheer logic of a good decision will sway the crowd; that if you make a good case and present it in an inspiring way, you’ve done everything you need to for that idea to gain instant uptake in an organisational culture. I’ve yet to see that happen successfully. […]

Brands and Beliefs: A (Long) Virtual Coffee™ with Tom Asacker

Reading Time: 7 minutes I was first introduced to Tom Asacker a number of years ago when he and I were on the same contributor panel and I’ve always been taken by four qualities that come out time and again in his work: his call-it-the-way-it-is approach; his extraordinary ability to condense whole systems to meme-length summaries; his relentless search […]

New brand conversations

Reading Time: 4 minutes Nice piece on the Adidas campaign (thanks for sharing, Dan Ball) draws attention to the need for brands to shift from talking up their products to talking with their customers about the things that matter to them. In this case Adidas puts Luis Suarez out-front and uses the occasion to start a discussion on people’s […]

Linking brand, reputation and products

Reading Time: 4 minutes Marketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest […]