Strategy is a discipline that is used to make decisions under conditions of uncertainty. When you’re facing a task that doesn’t have a solution that you know will work at the outset. There...
Read moreUnderstanding how the three stages that impact strategic growth Most companies, yours included no doubt, make things up as they go along. In general, unpretty as it is, this is no bad thing. ...
Read moreBrand positioning for new ideas There’s only one thing tougher than having loads of competitors: having no competitors at all. Although the presence of other brands similar to yours comes...
Read moreThe market, sadly, does not reward allrounders. When Andre Agassi was two years old, his dad taped a tennis racket to his hand so he could get in on the court, even though he was too young to...
Read moreWhy creative branding is about more than just creativity Of all the things a business can aspire to, there is one I believe that outstrips all the rest: to be a case study. Case study...
Read moreYou wouldn’t build a house without a hammer. You wouldn’t paint a fence without a brush. And, in much the same manner, many people wouldn’t develop a strategy without a...
Read moreBeing a modern Western person, you probably subscribe to a linear perception of time. What I mean by this is that you see time as a straight line, stretching into the future, along which you...
Read moreSpotting opportunities for brand differentiation that others can't see Nobody likes to think of themselves as a follower. A sheep. As someone who slavishly adheres to the rules and...
Read more“I would rather be governed by the first 2,000 people in the telephone directory than by the Harvard University faculty.” This quote from William F. Buckley summarises an interesting...
Read moreWhy brand purpose isn't what you think Nobody is more dangerous than people who think they’re the good guys. Every great atrocity of human history was fuelled by people utterly convinced of...
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