In today’s connected consumer marketplace, a brand is a fluid idea that is shaped by those who wear it, work for it, buy it, make it, and love it. If you are attempting to create a new brand in this current social environment, here are six imperatives you need to be aware of.

Have your brand messages become boring, stale and indifferentiable from the competition? It’s time to approach things from a different angle. Lateral thinking offers brand marketers the opportunity to ‘flip the script’ and positively impact their ROI.

How can we lead if we are looking down?  We cannot.  Leaders must look up.  Leading individuals and organizations who look up and ahead almost always have a strong brand.  So, let us focus on the word brand and how it positions us as a leader in the marketplace. We communicate a message in everything …

Whilst how your brand is perceived is up to each individual person, how your brand is presented to those people is completely in your hands.  In an age where brands are evermore losing control of their overall image, it’s critical to maintain a complete, effective and cohesive brand identity.  It is one of the few …

If you’re an experienced marketer, you know that a company’s brand portfolio exists on a continuum between a “Branded House” and a “House of Brands”. I say continuum because most (larger companies anyway) have adopted a hybrid model. Marketers love to parse where these models start and stop, but for our purposes let’s agree it’s …

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 …