Our philosophy. A work in progress
INTRODUCTION
If a strategy is defined as a plan of action to achieve an objective, a brand strategy should be a plan of action for how to create value.
The Cultural Disruption is based on the following principle:
Value comes from cultural, not functional, innovation
THE REAL REASON BEHIND AIRBNB’s SUCCESS
Technology is great. When used right. But behind those who do follows a long tail of so-called digital experts, who, blended by their shiny new toys, is spearheading the regression of our entire industry.
Most
The nearsighted navel gazing of marketers
THE DIFFERENTIATION FALLACY
Why marketers are nearsighted when it comes to positioning and differentiation
We all know that our brand must be different from our competitors, and that our advertising must stand out to be noticed. Everybody knows it, yet why does everything look
Why the creative brief is a barrier to creativity
WHY THE CREATIVE BRIEF IS A BARRIER TO CREATIVITY
I’m going to put something out there that I suspect might be a bit controversial. I could even be wrong, but
It’s long, it’s boring, but read it and become a marketing genius
THE CATEGORY MATRIX
A Holistic Approach to Innovation and Channel Strategy
A constant battle for share of marketing budget rages between product and innovation on one hand and brand
Read this and get rich!
PURPOSE REDEFINED. FIND YOURS
These days, branding is all about purpose. Which would be great if it wasn’t for the fact that brands get it all wrong. Purpose is quickly becoming one
A crash-course in why advertising sucks
AUSTRALIA’S COMMUNICATIONS PROBLEM
I wanted to start a debate around the way we do things strategically and creatively, and challenge the fundamental principles on which our industry’s output is based.
In order
Here’s a hint: it’s overrated
THE PROBLEM WITH DIGITAL
The current seismic shift in marketing budgets away from traditional media and towards digital reflects the fact that people spend more time online and less in front of the TV. This is predominantly a
Taking on a global cultural icon
INGOGO
Taking on Uber
What do you do when you find yourself up against one of the most famous, popular and iconic brands of our times?
You go head to head with them.
With drivers being squeezed by
Turning conservative lobbyists into consumer activists
CUSTOMER OWNED BANKING ASSOCIATION
Turning conservative lobbyists into consumer activist
COBA – a lobby organisation that represents mutuals, credit unions and building societies – needed to gather grass-root support in order to generate leverage on the political stage.
However,