Thoughts and ideas on branding and brand development in a digital world.
The cataclysmic environmental problems in the Gulf of Mexico have stimulated much discussion and I don’t wish to add to that noise. What it does flag up however, is the changing perception of responsibility in the west. We have seen the trend in government where there is a perception that Government should somehow solve everybody’s [...]
What kind of a year will 2010 be for brands? Well, 2009 was quite up and down and we seemed to be rocked by events both economical and commercial, so I guess one watchword for 2010 must be to take as much control for the destinies of our brands as we can. So here are [...]
The Green Brands 2009 reports shows some interesting, some encouraging and a few worrying thoughts. Though this is a US Brands survey, it was conducted over seven countries. They UK generally fell in line with the US though some of the responses was more aligned with European data (France and Germany). Worryingly, we have the [...]
I have talked before about brands having narratives that are influential in our choices when we seek to use them to augment our personal narratives – like the 40 year old accountant who buys a Harley as it fits his personal narrative of being something of a rebel and maybe with a slightly ‘dangerous’ side. [...]
Sustainable brands and sustainable marketing are often seen as synonymous with ecological responsibility and being green. But there are three key pillars to a sustainable strategy; ecology, economy and culture. The ecological dimension This is perhaps the best known and best understood dimension, and many brands are already working hard in this area. The economic [...]
A while ago I was working on an event for a government body and part of the brief was that it was to be a ‘sustainable event’. Having been involved in sustainable marketing for some time, I was well aware of the principles and techniques but as I am a keen proponent of making use [...]
As I was standing at the supermarket checkout with my fistful of use again carrier bags I was considering how green values have permeated our culture and how brands have followed them. I hear a lot of cynicism, much of it justified, about companies artificially promoting their green credentials, and mounting specious eco-chumly initiatives. But [...]
With global warming, sustainability and ecology high on the world agendas, it’s little wonder that green credentials are increasingly becoming a feature of organisations’ brand values. I was delivering a training course just last week and as part of the session I was getting the delegates to clarify their corporate proposations. Out of eight companies, [...]
