Further to my comment below and in pursuit of my dislike of brandspeak, here is my diagram of how people respond to the abstractions of brand experts. Especially designers of “brand architecture”.
I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.
I’m experimenting with marketing less and listening more
Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.
Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this
Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!
Michael Hammer’s new book, The Agenda, is about the rise of customer power. But is customer-centricity really such a good model for business and society?
Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on
The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons
We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply
So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)
Rob Paterson has picked up on an article by Michael Goldhaber which argues that the ability to create attention is the way to create wealth in the information economy.
Jennifer Rice partly prompted by John Porcaro has been thinking about connections and artificial distinctions. I like this line of thought. I’d add that another dodgy idea is stereotyping. You
Rob May at BusinessBlogCasting has just posted an 8 minute podcast interview with me. He asks about my interesting tool. Which turns out to be improv.
Chris Corrigan reports on the Dalai Lama talking about opening and closing.
