define your own dos and don’ts

I was in the foyer of a relatively large business recently, and saw a large sign listing the 6 values of the organisation. This is, of course, not an uncommon sight. It did, however, cause me to wonder how many of the several thousand staff knew, and could recite, the values.   My rudimentary survey […]

I was in the foyer of a relatively large business recently, and saw a large sign listing the 6 values of the organisation. This is, of course, not an uncommon sight. It did, however, cause me to wonder how many of the several thousand staff knew, and could recite, the values.   My rudimentary survey of staff suggested that the answer to this question was – not many! Discussions with management served to reinforce this observation. Not many people knew the values they were supposed to be embracing each and every day at work.   Of course, knowing what the values are provides no guarantee that they will be reflected in the behaviour of staff. Knowledge is not enough. For values to be lived, they must be understood and embraced. Staff members also need to understand what they have to do to demonstrate the values.   The same is true…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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