How much money do large corporates spend on brand awareness advertising? I’m not sure what the figure is, but it is sure to be a big number….
How much money do large corporates spend on brand awareness advertising? I’m not sure what the figure is, but it is sure to be a big number….
Core values are something that every organisation needs but it can be hard to get past the usual suspects that seem to populate just about e…
The promise was as simple as it was powerful. One for one – with every pair of shoes you purchase, TOMS will give a pair of new shoes to a c…
It is no news that brand needs to be owned equally across the company. And while that is a great move in the right direction, what isn’t hap…
Rule number one. It is always your fault. When your name is the one making headlines in the media and derided on Twitter and Facebook, it is…
Banks are back in the news for all the wrong reasons. And begs the question, what promises are our banks making? In the over competitive…
In honour of the new smartcompany.com.au site, today’s blog is dedicated to brand for start-up businesses. There are a lot of snake oil…
Brand is the result. Not the goal. It’s one of the reasons I maintain that you can’t have a brand out of the gate – start-ups and new…
Seth Godin posted a blog last week about promises. In summary he was talking about the importance of keeping the promises you make and I cou…
If you were to survey all the business literature out there, you could be forgiven for thinking that only big companies have a brand. All th…
I don’t often talk about the tactical marketing side of brand delivery and that leads to quite a few people thinking that I don’t see it as …
There seems to be a bit of a trend springing up asking for “brands to be ethical” and talk about the “karma of brands”. It bothers me. …
