I believe everything has to have a clear purpose. A company, a business unit, team, leaders and even brands. A well articulated purpose helps attract others to your purpose. Digital […]
I believe all good things are Purpose-Made. I don’t buy the multi-functional, all-purpose nonsense of marketing. Great leaders have a Purpose, Brands need a meaningful Purpose and even People need […]
Change is hard. And at its core, Innovation is about Change. Think how hard it is to make change in your personal life, now magnify that difficulty by the power […]
A Brand is simply a means to an end. A tool to nudge you closer to your business ambition. So when thinking about your brand, don’t start with a blank sheet of paper, think about your business challenge, then how the brand can help serve that business challenge.
Transforming your brand vision into a set of belief statements can constitute 1) Philosophy on the state of the world or your category and 2) Your methods of operating which deliver to your beliefs. The true value of Beliefs is that they allow you to look at the brand through the eyes of the smallest division or department that must deliver the Brand Vision.
Dear Brand (this goes for humans too), if you want to be more interesting and memorable then Be Less into Yourself and Be More into What People are Into. Slogans […]
As someone who has lived in the world of branding and ideas for a long time, I am constantly astounded as to how few senior management really understand what a […]
Our Left Brain approach to business makes us predisposed to solving problems by rational means. So when we face a problem like “How do we get people to drink more […]
IE Singapore in partnership with Invitro held a one day Innovation Seminar for Singapore businesses. The key focus of the seminar was to show how brands and products we take […]
Invitro in conjuction with IE Singapore will be conducting an intensive 1 day seminar on innovating your branding and marketing on 13 December 2010. Workshop is facilitated by Invitro’s Director […]