Co-creating brands with a purpose
Customers do not passively wait for messages from on-high. Rather they discuss their brand experiences, share them in brand communities and voice their opinions to each other on social media
Blogposts
CSR is already woven into Māori leadership
I was fascinated to read a New Zealand Herald story on the Māori (the native people of New Zealand, or Aotearoa) asset base, though it wasn’t the financial part that hit me. What was more significant were the principles behind Māori businesses. About 15 years ago, when chatting to a woman representing a Māori winery,
Brand on balance
You will have heard of Hygge,and how about Lagom, the latest lifestyle trend to spur countless coffee table books?
Your business has the potential to change the world
n the newly published book Secret no more! 45 global entrepreneurs, leaders and innovators and I have come together to share our secrets about creating and scaling a startup, innovating within existing companies and leading with authenticity and passion
How Truthful Do We Want Brands to Be?
It’s not a bad guide for brands trying to navigate this new world of purpose and authenticity. Do the right thing and be straightforward about your motives.
Green Demarketing vs. Green Advertising
In many ways, traditional marketing encourages consumption and contributes to some of the environmental problems we face today
Facebook and Cambridge Analytica: when finance follows brand
Facebook’s woes over Cambridge Analytica have only prompted one reaction from me: I told you so. While I never seized upon this example, bravely revealed to us by whistleblower Christopher Wylie and reported by Carole Cadwalladr and Emma Graham-Harrison of The Guardian, Facebook has shown itself to be callous about private data, mining preferences even
Trading identities in the 2010s: when corporate branding and personal branding adopt each other’s methods
In 1999, the late Wally Olins sent me his book, Trading Identities: Why Countries and Companies are Taking on Each Other’s Roles, a fine read published by the Foreign Policy Centre that argued that countries were trying to look more corporate, adopting the practices of corporate branding. Conversely, as corporations gained more power and their
A Brand Story to Tell La Benevolencija
Human beings thrive in safe and secure societies. But a continuum of violence constantly puts pressure on safety and security.
Five Keys to Building a Purpose
When creating a company with a sense of permanence and transcendence, it’s almost a fact that the first concept to be defined –implicitly or explicitly, is its purpose.