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- Brand-led Business Strategy
The purpose of brands
“Brand purpose truly is a bunch of crap, because it’s disingenuous. You’re saying, ‘My purpose is to make the world a better place’. No, your purpose is to make money". So said YUM! brands CMO Ken Muench who oversees global marketing for KFC, Pizza Hut, and Taco Bell in a recent interview for Marketing Week.
In this one sentence Muench manages to get it exactly right, and at the same time, exactly wrong.
- Customer Experience
- Employee Experience
‘There are no customers in the office’ – the benefits of talking to strangers.
Fear of rejection stops us from making the first move. It stops us from speaking to people we don’t know. But think about the first time you met your best friend, your life partner, your long-standing client. All the best relationships start with someone being brave enough to make the first move and someone reacting positively to the person who had that courage.
- Brand-led Business Strategy
The time is NOW
Learn how 175 year old law firm William Fry acted like a start up to launch two brand new propositions in ten weeks.
- Brand-led Business Strategy
How to act like a start-up and deliver a GREAT! result
Over the past few months, we’ve been working with a group of highly successful entrepreneurs and investors, on the creation of a new channel brand…
- Brand-led Business Strategy
Great brand stories have one purpose
This week The Story Museum opened in Oxford. A wonderful and inventive experience for all ages, it especially focuses on young people, encouraging them to…
- Brand-led Business Strategy
Abrdn stands out but will it stand up?
This week an eye-catching new brand identity was launched - eye-catching both because it changed the name of an organisation that had existed for over 100 years, and because it happened in the normally conservative sector of investment and insurance. Standard Life Aberdeen became Abrdn.
- Customer Experience
- Employee Experience
Being human will be at the heart of brand purpose
We are entering a new era, one that will require new approaches to marketing and customer experience, but it will go way beyond that. It…
- Brand-led Business Strategy
- Employee Experience
It pays to be bold – how investing in brand purpose creates rapid returns
We help companies build a brand and customer experience that reflects the scale and ambitions of the business and helps simplify increasing complexity as they…
- Brand-led Business Strategy
“The Biden brand is suited to the moment”: The Power of the Personal Brand
More than any previous political event, the 2020 US Presidential Election was a battle between two brands. Trump and Biden offered very different visions of…
- Brand-led Business Strategy
Congratulations to Rita Clifton CBE
We are delighted that Rita Clifton CBE has been appointed the Deputy Chair of John Lewis Partnership. It’s a perfect match. Rita is a great…
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