Corporate Culture : What’s All The Fuss About?
I never cease to be amazed at how certain topics or frameworks enter the business lexicon merchandised as “The Next Big Thing”. We’ve all seen how that pendulum has swung backwards and forwards from concepts like Total Quality, Lean, Six Sigma, Purpose, Blue Ocean, NPS, Employee Engagement and so on. Each concept has had its […]
Why Context Is Critical When Changing Your Business
It’s tempting to see a struggling brand or business as one mass of people, and to believe that underperformance is spread evenly across the organisation. That’s seldom the case. Often there are organizational bright spots (teams that inspire or could inspire those around them) and there are other parts where things are not good. Usual […]
What Is Brand Strategy?
I posed the question, What is Brand Strategy? at a recent workshop. It’s a question I usually ask executives at the start of a Global Brand Leaders training session. Many attendees think the term brand strategy means branding, that is to say, choices regarding primary branding elements like brand name, logo, and visual identity. Or, they link […]
Strong Brands Are Customer-oriented NOT Customer-led
In the last class of the MBA Brand Management course I teach, one of my students asked me a very simple, but provocative, question. My boss often says the customer is always right. To beat the competition, all we need to do is to listen to her and give her what she wants. Intuitively this […]