OPPORTUNITIES AND CHALLENGES IN A RAPIDLY CHANGING WORLD

IDEA 11 This article explores three core ideas:The environment in which business operates is changing faster than ever, and all indications are that this rate of change will accelerate over the next five years.The changing environment in which business operates creates both opportunities and challenges, which businesses need to understand and address.The people in this environment ...

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HOW DO I BUILD A BRAND THAT DRIVES VALUE?

IDEA 10 A PHENOMENON At the moment I started writing this article, the TED Talk ‘How great leaders inspire action’ had been viewed 44,433,426 times. I am sure it has been viewed many more times since then. I am equally sure the principles outline by Simon Sinek in this talk have been addressed by him and many others ...

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MARKETING IS ALL ABOUT BEHAVIOUR MANAGEMENT

IDEA 9 MARKETING DEFINIED Google defines marketing as, ‘the action or business of promoting and selling products or services, including market research and advertising’. In addition to being sloppy, this definition suggests that marketing is all about ‘selling’ or ‘promotion’ when it need not necessarily involve either. Certainly, marketing does not need to involve either ‘market research’ ...

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DEVELOP TRUST AS A COMPETITIVE ADVANTAGE

IDEA 8 INSIGHT The Commonwealth Bank of Australia and Optus Telecommunications have two things in common: ‘Integrity’ as one of their core values Behaviour not readily associated with integrity Despite having ‘integrity’ as a core value, the Commonwealth Bank has experienced many scandals including those related to superannuation, insurance, lending practises and money laundering and has fronted ...

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THE DEATH OF ADVERTISING

IDEA 7 INSIGHT The insight this time is mine. I worked in advertising from 1989 to 2013 – arguably the least rewarding period of my life. However, it was certainly a valuable learning experience as I witnessed first-hand the decline of a once powerful industry. The 1990’s - early 2000’s was a time of rapid change for advertising. ...

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