Who do you trust?

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.

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Simon Middleton
We've fetishised brands for too long

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.

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Simon Middleton
The Contributive Business, Part 4

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.

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Simon Middleton
The Contributive Business, Part 3.

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.

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Simon Middleton
The Contributive business, Part 2.

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

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Simon Middleton