Start with a big, audacious and inspirational Vision for your company. Vision is by far your most sustainable advantage. It gives your team the clarity to act and the passion to soldier on in difficult times. It gives your investors confidence you know what you’re doing. It helps your customers believe you’re a long-term player. And, importantly, it gives you a lens to keep track of your progress and report your achievements.
Read MoreBrand is unquestionably a powerful business tool for any company. Brands have intrinsic value and a quick look at the numbers in the latest Interbrand report confirms it. In 2001 the cumulative brand value residing in the world’s top 100 brands was $988 billion. Today, that value stands at $2.13 trillion— representing a 4.4 per cent average CAGR (compound annual growth rate) and more than a 2.1 times increase in total value. These figures behind The Best Global Brands report tell a clear story: in such a fluid market landscape, investing in brand is key to long-term success.
Read MoreThe Power of Purpose These days it can be confusing looking at how brands come together. There’s brand purpose, values, proposition, brand DNA, a brand’s promise, its essence … the list goes on. But there’s one simple way to remedy this, and that is to focus on the truth and keep it simple. To focus on the Purpose.
Read MoreAfter building Eve for Pacific. Seven West I agreed to lead the business as a Consultant for a period of 6 months to create a solid foundation for the new agency.
Read MoreIn this episode Darren Woolley is joined by Simone Bartley to discuss Brand Marketing
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