All over the world, people go about their days getting things done. Much of what they do is aimed at satisfying a collection of short and long-term objectives that they see as being related to their well-being. The many decisions that they make throughout the day—which toothpaste to use, whether to drink coffee or tea, what product to buy for their company—are all part of satisfying these objectives, as each person defines them.
It has become popular to talk about brand in terms of a story. Let’s be as clear as possible with this, a brand is not a story. If it is then it’s created using William Burroughs ‘Cut Up Method’.
Disruption is often associated with innovation, risk-taking, speed, agility, and a willingness to challenge the norms and disrupt the business itself in order to enter new markets and categories. These are all traits of smaller, younger digital businesses, for sure, and can be the first type we think of when we consider disruptive organizations. Of course, some of those startups then scale up and become an Amazon, Apple, or Netflix: huge, successful companies that maintain...
Can you be both logical and creative when looking at how to solve a problem? I think yes. In fact, I say it is critical to the role of a strategist in a marketing agency.
Growing share, particularly in an established product category, is challenging at the best of times, but it is fundamental to longer-term success. A company needs to at least maintain it is market share or it will not benefit from category and country growth. And growing slower than other brands cedes the advantage of scale, even if your sales are increasing. So while it might seem unrewarding at times, trying to grow share is worth the...
