A timely lesson for brands with a social conscience. Global sportswear brand, Nike recently took a public stance to condemn racism, seeking to tap into the social tinderbox inflaming North America and spreading around the world. Adapting their iconic tagline, Nike created a campaign around;…
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Many people have very negative feelings towards brands. They’re associated with conformity, mediocrity and the suppression of individuality. They are seen as money making machines who would say anything to get customer to purchase from them to increase profits. But is that is because we…
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When a high end fashion designer decided what he was doing was no longer meaningful he decided to create garments from factory scraps to create affordable, comfortable and on trend fashion. He wanted to tackle the wasteful fashion industry and create a zero waste product…
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As brands and businesses we can have a profound impact on the world beyond just making money. Many brands are starting to realise the value of operating in a way which gives value to not only their bottom line but also to society. Ok, so…
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What if we could start from scratch and re-design everything in our lives so that they were good for people, for the planet and for business? What if every product and service had an overhaul and it was developed not only with this thought but…
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We live in disruptive times for brands and business. You might have missed the news coming out of the US on Monday this week that saw the share value of Elon Musk’s Tesla brand continue to rise strongly. If there’s been a noteworthy trend in…
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As a marketeer I have recently started to notice the increase in meaningful marketing and the extent to which brands are seeking to create meaningful experiences that consumers can connect with and move people emotionally. Thank goodness, a change has been in the air for…
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I recently had the once in a lifetime experience of seeing David Attenborough in Melbourne and hearing him the has left me feeling touched, moved and inspired and wondering what role brands can play in protecting the natural world for generations to come. David Attenborough…
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While most brands were trying to compete with the biggest discounts to standout over the Black Friday weekend, Patagonia continued to use its brand to guide true differentiation. Black Friday, Cyber Monday combine to be one biggest consumer shopping events of the year and it’s…
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Meaningful branding builds deeper customer loyalty An unwritten law of commerce is that we do business with those we like. This applies equally to B2B sales as it does to B2C where it’s often about how much we like the brand rather than the…
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