People need motivation to engage with your brand.  If you want to affect your customers’ motivation, it would be helpful to know a bit more about the way the brain’s motivational system works. There are two core aspects to motivation: goals and energy.  Goals are the things people are trying to achieve.  For example, a …

The leadership, culture and business model of a brand have never mattered more than now. It’s time to consider the “because effect” of your brand in the hearts and minds of buyers and the general public.

How can a 6-year old company offering an on-demand car service (if you haven’t heard of them, they go by the name of Uber) be worth $40 billion?  And why is Priceline worth as much as Ford Motor Company (about $60b), all within the space of a bit over a decade, yet manages to generate …

What is luxury? So posed the question, quite literally, by the V&A Museum in a recent exhibition.  On the bright Spring day that day I visited, it was both telling and unsurprising to be entranced by the expectant queue for the Alexander McQueen Savage Beauty snaking around the foyer, while visitors slipped slowly in and …

There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach, to address the many social challenges we face – from climate change, to environmental degradation, to loss of biodiversity, and beyond.  But any sober assessment of whether this is likely to happen must account for the realities …

“Every business must serve a social purpose”. These are not the words of a social campaigner or a politician; they are the words of a banker, Ashok Vaswani, the CEO of Retail and Business Banking at Barclays, one of the world’s largest banks. Barclays has been involved in at least one major trading scandal and …

Strong brands are built from the core with authentic, powerful stories. If the leaders at the center of the organization don’t know and live the brand story, how can employees be expected to deliver on it?

Recently, the UK government’s Behavioural Insights team (nicknamed the ‘nudge unit’ when they were formed back in 2010 – though don’t call them that, apparently they don’t like it) published their latest update, sharing stories of the work they’ve been doing over the last two years. They say they ‘use insights from behavioural science to …

Modern consumers live in an age of constant change, where what was once current and popular can quickly become inessential and redundant. As a result, brands are continuously trying to remain relevant and fresh, with advances in technology only making this task even more difficult. Take Canon as a case in point. Once having complete …

A brand makes a promise to its customers, your customer experience keeps that promise – but the issue is many times it doesn’t, as the branding team and the operations team are in different silo’s.  Brand managers know that making promises is easy; delivering on them is where the work begins.  As such, it is …