For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Most sectors these days are in a continual state of flux as they seek to reinvent and reposition themselves to become more relevant. There is one sector, in particular, that is frequently seen adjusting its position and rebranding in a bid to reach beyond its conventional boundaries. This is the third sector, which often makes …

Noisy, ugly, and dirty. Advertising has polluted cities, annoyed consumers and jeopardised its own existence. Beyond a mass-media cacophony, brand communications’ significant carbon footprint and runaway consumption are certainly contributing to what economists labelled as market failure. But contrary to Jerry Seinfeld’s 2014 infamous line at the Clio awards calling out the advertising sector to …

Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When brands and consumers work in unison on a social mission, the impact can be significant. …

If you watched the Super Bowl, you’re probably still reeling from the unexpected win by the Patriots (depending on your camp – my congratulations, or my condolences). But the game isn’t the only thing that stirred conversation. Some have said that Gaga’s musical set during the halftime show – ranging from the rallying lyrics of …

The idea of “purpose” as both a customer and employee motivator is much talked about in the B2C space, but often overlooked or even dismissed in B2B branding and marketing.  However, a changing of the guard in B2B now makes purpose an absolute imperative (and a competitive advantage). As a B2B study commissioned by Google …

Great leaders are always associated with memorable messages – and this is no coincidence. It’s because the key measure of success in any presentation is message transfer. Here’s how it worked for Richard Branson and Anita Roddick: Anita Roddick – Media Exposure For Free Great entrepreneurs craft vivid messages: messages that live in our minds …

The brand and comms business have become obsessed with messaging and information transmission, and need to remember that human beings are Semavores – who consume meaning. So, let’s ensure we derive and deliver meaning for our brands.