Thinking.Doing

Google to Alphabet: smart move but not radical at all

Posted by in Brand, Marketing, Technology, Trust

First published in Marketing Magazine 11th August 2015 The move from Google to Alphabet is far from radical; it’s well trodden as a business model by FMCG giants like P&G and Unilever, argues Justin Basini, co-founder and CEO at ClearScore. With the creation of a holding company called Alphabet they are starting to look more like a Procter & Gamble or Unilever The blog post announcing the rebranding of the Google into Alphabet this morning has taken everyone a bit by surprise. The markets have generally reacted positively with a…read more

BUSINESS VISION – LEARNING FROM SUCCESSES & FAILURES (Screencast)

Posted by in Advertising, Book, Brand, Entrepreneurship, Marketing, Trust

Business Vision: I was recently asked by a major corporation to prepare a talk on "Business vision" and how to create them. I told two stories one of Citigroup a massive bank and it's flawed vision and one about a much smaller clothing business Patagonia and it's inspirational leader.  This screencast is a 20 minute version of the hour presentation buts gives you the key points of the stories.  The key points illustrated by these compelling stories of success and failure around setting a business vision are:  Business Vision requires…read more

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MISSION STATEMENTS AND THE TRUTH

Posted by in Brand, Marketing

Most corporate mission statements are full of stereo-typical and generic promises that mean little to anyone connected with them in anyway. They rarely tell you what the businesses does or what it cares about.Perhaps it is time to sit back and think up powerful mission statements that represent the truth and then ask whether this truth inspires you to get up in the morning and go to work.

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ROUNDING OUT THE BRAND – HOW SKY DOES IT

Posted by in Advertising, Brand, Marketing, Sustainability

I was over at Sky a couple of weeks ago and picked up these internal flyers. They cover four areas: “Do the right thing” – responsibility “Reduce your footprint” – environment “Get involved” – sport “Be inspired” -arts They are a good example of a brand rounding out its internal brand perception through a range of activities linked to its core business but not in a direct way. Most marketers think about focus, focus, focus – but this often leads to a mono-dimensional brand perception. Sky are covering a range…read more

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DID BRANDING KILL THE MARKETING STAR?

Posted by in Marketing, Sustainability, Trust

Ask most people in and out of business about branding and they will tell you its the name, colours, and logos of a company. Ask them about marketing and they say it is about flogging more stuff. But surely CEOs and other senior managers don't think this do they? They must understand the strategic importance of positioning and segmentation as we brand a company. Or the complexities of consumer insight, proposition development, and pricing as we create consideration and preference, generating ROMI, as we market. Actually in most businesses I…read more

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Brands: if you want trust give trust

Posted by in Brand, Marketing, Sustainability

Brands and businesses always want to be trusted. But rarely do they trust their customers to understand how business works. This is why most organisations mission or values statements don’t include simple direct statements of what businesses are there, in part, to do which is make money. Businesses and corporations assume that we distrust them and therefore act defensively. In some cases, often the high profile ones, covered by the media, this default position of distrust is right but the vast majority of businesses, those that many of us work…read more

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MORALITY & BANKING

Posted by in Marketing, Sustainability, Trust

Yesterday I attended a talk at the RSA by John Lanchester who has recently written a book called Whoops! about the credit crunch. The talk and subsequent questioning was mostly about the role of culture and regulation in banking; with the audience and speaker exploring how to develop a system that might be more sustainable. I wrote a blog called Banking and the Common Good a while back which explored how the concept of common good could be placed as a central focus of a financial institution. Today‚Äôs blog picks…read more

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WHAT IS INNOVATION REALLY?

Posted by in Brand, Entrepreneurship, Marketing, Technology

The launch of a new book has had me reflecting on that most overused and misused word in the business lexicon – Innovation… That book is Jeremy Gutsche of Trendhunter.com book: EXPLOITING CHAOS. Jeremy has kindly allowed me to link to a free download of pages and examples from the book. It looks really exciting to me – I’ve always enjoyed the more visual business books such as Tom Peter’s The Pursuit of Wow or The Medium is the Message by Marshall Mcluhan and EXPLOITING CHAOS looks extremely enticing. Some…read more

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