Strategy

CHANGE – INNOVATION, RESPONSIVENESS, ADAPTABILITY OR SIMPLY SURVIVAL?

In a fast world and slow economy, innovators, disruptors 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 crucial...

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...

Innovation in sports

Supporting the case for the FIFA Women’s World Cup positioning in 2000 couldn’t be based on the traditional drivers of value at the time – $ rights value and participation...

Creating Demand: The business of Brand Pull, Brand Currency & Brand Expression in Sports

The principles of generating Brand Pull and a platform for growth through building personal identity, social connections and a sense of cultural belonging into a brand’s strategy, culture (internally and...

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...