All posts tagged: leadership

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?

Changing brand economics

Changing brand economics

Consciously or not, many brands are now running a freemium model. They are giving away a lot more than they used to, particularly across social media, just to keep up with the changing competitive landscape. And they are hoping to recoup on that significant content investment when consumers do buy. So has any of this changed the fundamentals of brand economics, or has it merely altered the manner in which brands achieve visibility?

Keeping your brand successful

Well, the IPO for Fitbit got off to a flying start, but will it last? Can the company continue to grow at anything like the rate it has? Here’s the good news. This certainly looks like a market on the march. According to the Guardian, 16 million fitness trackers were sold globally last year, with just under 34 million expected to ship this year and 56 million in 2018. So, on the face of it, plenty of organic growth.

UnConference Miami 2015

Speaking at The Un-Conference

Back in Florida in a few days to speak at this year’s Un-Conference at the Versace Mansion in South Beach alongside Derrick Daye, Gerard Gibbons, Brad VanAuken, Pete Canalichio, Chris Wren, Hilton Barbour and Ashley Konson. This year’s theme is brand leadership, something we’re all thriving for. And with a line-up like this, expect plenty of opinions. Should be fun. If you haven’t booked yet, there may still be places left. Acknowledgements Photo of “Entrance Gianni Versace Mansion”, taken by Phillip Pessar, sourced from Flickr  

The enjoyable brand culture

The enjoyable brand culture

According to Simon Sinek, “Studies show that over 80 percent of Americans do not have their dream job. If more knew how to build organizations that inspire, we could live in a world in which that statistic was the reverse – a world in which over 80 percent of people loved their jobs”. Nice thought. Imagine the productivity gains if the vast majority of people in any given building were inspired and not just paid.