Who do you trust?
We've fetishised brands for too long
John Luther, Jimmy Perez, Tom Matthias, Kurt Wallander, John Barnaby, and Steve Arnott have more in common than their jobs.
Anybody who has heard me speak recently about brand will know of my basic position that BRAND = MEANING.
Brand isn't logo, or content, or marketing, or anything else. Brand = Meaning. It's a social collusion.
The Contributive Business: complete
I nearly bought an alternative phone recently, but was filled with such dread and anxiety at the prospect that I resorted to iPhone again. Phew! The relief. I didn't want excitement. I wanted something I felt comfortable with.
Why is this all so very emotional? Why can't we see all this stuff simply as product? I think it's because we've done something very particular with certain brands.
The Contributive Business, Part 4
Perhaps the hypothesis that competition is an absolute given is incorrect. Perhaps there is more than one kind of business. Perhaps it is possible for a business to put its focus elsewhere: not on competition but on something else. PREVIOUSLY PUBLISHED AS FOUR SEPARATE ARTICLES. DOWNLOADABLE E-BOOK ALSO AVAILABLE
The Contributive Business, Part 3.
These businesses have the most to lose in the early years of the new focus. They are the easiest to walk away from, the easiest to replace in our loyalty and consumption habits with alternative providers. But they are also the companies with the most to gain, with the greatest opportunity to make positive change, to become part of the new order rather than the old.
The Contributive business, Part 2.
Generation Z don’t want brands to be loyal to. They want a future. Entrepreneurs, business owners, executives, start-ups, legacy brands, corporations, everybody in business, now has to decide (and fast) which side of history they wish to be on.
The Contributive Business, Part 1.
Competitive businesses are focused primarily on competing. But the focus of Contributive businesses lies somewhere very different. Contributive businesses are focused, above all other considerations, on making a positive contribution to the world in which they operate. To put it another way: they want to make the world a better place
Perhaps there is more than one kind of business. Just as there are businesses for which competitiveness is a necessary focus, perhaps it is possible for a business to put its focus elsewhere. Perhaps it is possible for a business to focus not on competition but on something else.