The importance of Keller’s performance and judgements
By The Brand Guy This is a technical column. Stick with it, reread it, use it to best effect and ...
Tag: branding
Sensible media selection and processed cheese
In 1999 I attended a large agency middle management course. One of the moments that I have carried with me ...
Concepts, ideas and insights
I have worked in communication and marketing for over thirty years now. One of the major strands has been the ...
Late-stage customer acquisition
I have been on an odyssey to open a bank account. It has entailed about four visits to the bank ...
The differential in practice
I recently attended a lecture in which one of the audience members asked how he could compete against a field ...
The folly of a brand monopoly
About 10 years ago, I started watching a major local consumer brand. What got me watching was the regularity with ...
Innovation explained and a word of caution
Buzz words have a way of cropping up with the weight of unrealistic expectation, like Santa, but with a sack ...
Content strategy
Values are a relatively new addition to the pantheon of corporate philosophy, supplementing the traditional vision and mission. More than ...
Corporate purpose, capitals and agency
I had the luck to attend a short webinar on enterprise purpose recently. For the record the seminar was presented ...
Third-party cookie deprecation… why it matters and where next?
If you haven’t been mixed up in SEO or don’t follow the trade press, Chrome (read Google) is deprecating (cancelling) ...
