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BRAND STANDS. How to attract and win the best talent

  People talk about the war of attention being one of the biggest challenges in today’s fast-moving world. I believe it’s the war for recruitment and retention which is equally important for leaders managing businesses today. How do you stand out?  How do you attract the best brains and the best people? The answer is in your brand. A brand …

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The Beckham Effect

  There are very few people as canny and as successful as David and Victoria Beckham. Together they have become one of the world’s most famous celebrity couples and at the same time, each has successfully monetised their fame, building powerful brands and generating huge earnings. And now David – brilliant footballer, father, husband, fashion model and global icon – …

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The power of authenticity

  The 2018 FIFA World Cup poster was launched this week so it was nice to see my official poster for the 2002 FIFA World Cup featured on the BBC yesterday. I was recently telling the story of its creation and the value of ‘authenticity’. To cut a long story short.. We created lots of official poster ideas and presented …

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The future of business growth

  I’ve seen the future… and it’s beautiful. Lisbon is also beautiful. This gloriously creative and friendly city hosted The House of Beautiful Business alongside Web Summit, the world’s largest tech conference dubbed ‘Davos for Geeks’ by Bloomberg. The House of Beautiful Business is a pop-up community for meaningful conversations about technology and humanity in collaboration with BCG Henderson Institute and …

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Chutzpah. The real key to brand and business growth?

  What does it take to develop a successful brand or business? It’s a question we get asked repeatedly and has been asked for as long as I can remember. Often the answer is ‘differentiation’ or ‘relevance’; recently people have talked about ‘authenticity’ or about having ‘a higher purpose’. And of course, there is always ‘consistency’. But last week as …

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A DECADE OF DISRUPTION: Ten stories of change across ten years

  A mere decade ago, the world was very different. In ten years this world has been transformed, particularly by the impact technological change has had on communications, politics and business. In 2007 The Caffeine Partnership was born. We wanted to help leaders in a different way to traditional consultancies; to help them grow, fast. We wanted to help impatient …

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Lessons from the Brandfather

  In the early 1970s, John Murphy had an epiphany. It would lead him to change the way the world thinks about brands. Working as a senior executive at Dunlop, he was approached by a company who wanted to buy an unused trade mark that Dunlop owned. The trade mark was Extron. The offer was £1m (around £14m in today’s …

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It’s Time For Automotive Brands To Re-Think What It Means To Be A Car

  We are on the cusp of a seismic shift. The whole world of automotive transport is about to be turned upside down. Automotive brands will need to re-invent themselves or face a serious danger of extinction. They will have to fundamentally change their proposition, from product to service orientated brands. And they will have to ditch their obsession with …

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Hallmarks earn you high marks

  Poor old British Airways. Knocking our once esteemed national carrier seems to have become an annual event. Take the most recent problem. Not many of us really know what happened with the IT system, precisely why it failed, why there didn’t seem to be an adequate back-up in place or whether it really was connected to the decision to …

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DISRUPTION RULES

  This has been a year of a surprises. I landed in the States two days after the US Election. This meant meetings were with stunned-looking Californians who were in a state of disbelief. A Silicon Valley friend put it simply ‘It’s not just technology that disrupts and surprises in this world at the moment – it’s everything.’ The one …