Consultancy
Experiential Branding Challenges
Just presented at the Transform Conference Europe about the current Experiential branding challenges in London. Some brands take their personality and message the extra mile by creating impressive experiences for their various stakeholders. The panel here will share stories on experiential branding for both internal…
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Give them what they want – the consultant's dilemma.
It’s tough being a consultant. Clients employ you to advise and help them but as they are paying you there is always a question on how objective and effective the consultancy services will be. Like any business, consultants need to make a profit and clients…
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‘Wow Relationships’
Branding terminology will frequently refer to the importance of creating ‘relationships’ with audiences and users.The danger of words are the underlying assumptions involved. Relationships come in many forms and levels from relative ambivalence to steamy passion and undying loyalty.Brands that think they can get themselves…
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Retail Design Rebranding – the added value of ‘service’.
Once again I heard a politician talking about innovation and design and inevitably shuddered at the cliché’s on its importance, lack of investment, etc.Politicians and public services have tried to show their awareness of acting in consumer interests since discussions on market forces and customer…
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Consultancy costs!
I was recently asked by a journalist about the costs of our consultancy for a particular client.Apart from never divulging individual client fee agreements, I was more disappointed with the attitude towards us as a cost, as opposed to an investment.It touched a raw nerve…
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Branding must change
President Obama’s ‘the world has changed’ message is applicable to all of us and the follow up ‘…and we must change with it’ is a universal directive for every business and sector. However, human nature and vested interests mean such rallying calls become nice words…
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Added-Added Values
Before banks discovered the true value of toxic assets, companies were all signing up to the need to embrace the ‘new values’ of sustainability and corporate social responsibility.It was essential to show your positive green credentials and ethics as a responsible brand. Branding is ultimately…
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New Values - Old Behaviours?
Another week of ‘disclosures’ and disillusion with our parliamentary M.P.s and calls for a ‘new politics’, assuming the death of democracy as we know it. The global financial collapse and backlash against fat-cat bankers has underlined the hypocracy of institutions, companies and frankly all of…
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Balancing Acts - Real Cost Benefits
We have all been there - the classic project scenario- fantastic visions, excitement, creativity, great expectations before the seemingly inevitable disillusion and pain of cost realities, politics and reactionary forces frustrating any attempt at changing the world. With experience you try to manage expectations and…
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Who is the Audience?
Consultants and clients talk a lot about target audiences despite the fact we are told today the best brand offers are created and developed by their consumers – who is targeting who? Presumably there should be less targeting more listening, reacting and ideally anticipating. The…
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