Articles

It’s a classic case of what comes first: the chicken or the egg? When it comes to business strategy, there is a company’s sense of purpose and there is its “difference that matters”.

The chicken and egg of business and brand.
3 Jun

The value of brands which push back.

Category: Educate

The cliché is that products should be silver bullets and that brands should make life as rosy as a possible. But when brands ask people to do their fair share of the work, they make a meaningful and valuable contribution to society.

The value of brands which push back.
2 Feb

Joy will put me off my drink

Category: Educate

“Blood, sweat and tears will get you there, but joy… (pause) will take you further,” Jude Laws confides to me, almost personally, in Johnnie Walker’s new campaign.

Joy will put me off my drink

Why business and brand strategies should be the twin strands of a double helix. In our experience, a lot of leaders battle to articulate their business’s purpose. They struggle to find what Professor Cynthia Montgomery, the past head of the Strategy Unit at Harvard Business School, terms ‘a difference that matters. They battle to bring to the boardroom the Holy Grail of business – long-term competitive advantage.

In Search of the Holy Grail - Competitive Advantage

The realities of today would dictate a different approach to brand building. There has been a marked shift in opinion – brand building is no longer regarded as a function categorised under marketing or communication. Instead, it is increasingly seen as a primary activity involving and defining the entire organisation, right from ideation to the design of business models and the implementation of strategies.

What if brand building was conceived  today – would the model be different?