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 […]

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 have been viewed on video and read about in books by countless people attracted to by the idea of ‘Starting with the WHY’. Sinek has become a phenomenon, and what he lacks in substance and originality, he more than makes up in style and presentation. Not withstanding this faint praise, there is, in my view a great deal of merit in his suggestion that at the heart of a truly great business is a WHY, linked to a HOW and a WHAT: • WHY – does the organisation exist (previously called the…

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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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