Strategy

CLIMATE LITERACY: WHAT CAN WE LEARN FROM THE RYANAIR AD BAN?

A clear positive to take from the Ryanair story is the fact that climate and CO2 emission statements are moving higher up the communications agenda for brands. This in itself...

The integral value of ESG in brand strategy

The intention, ambition and energy behind ESG must sit at the very heart of a brand’s purpose, values, operating principles and communications – in other words, make your ESG strategy...

CHANGE – INNOVATION, RESPONSIVENESS, ADAPTABILITY OR SIMPLY SURVIVAL?

In a fast world and slow economy, innovators, disrupters and trendsetters view change as a means to accelerate both brand and business success. They acknowledge that innovation and development are...

Creating Demand Through Social Connection 
& Cultural Belonging

Social connection and cultural belonging are key to creating demand – whether demand for a product or service, or to work for or with a business – and a key...

THE CULTURAL ENGINES OF LOYALTY & GROWTH

The term ‘brand’ is more than its ephemeral outputs or outwardly facing appearance. A company’s brand is a commercial asset – one that has financial value and has enabled brand-led...

The Age of AI, 5G & How it affects building brands

We are in the early stages of AI influencing human behaviour, and during the next phase of technological disruption there’s a period of risk for brands in how they manage...

The increasing humanisation 
of brands & their impact on the
bottom line

'Brand Pull' is founded on a shift in emphasis from traditional push-marketing to a relationship driven approach through the brand". Brand Pull "Brand Pull” is founded on a shift in...