WHITEMATTER

INSIGHT & OPINION
AT THE INTERSECTION OF BUSINESS, BRANDS & AUDIENCES

By knowing how to interpret data into actionable insights and strategies, the artificial intelligence now at our fingertips can be evolved into very real human intelligence that creates stronger emotive connections between brands and audiences....

ARTIFICIAL INTELLIGENCE + HUMAN INTELLIGENCE:
EXPONENTIALLY BETTER TOGETHER

As brand builders who put audiences and data at the heart of everything we do, our role is to make data science central to our approach – an approach that uses AI to be more...

THE I.D.E.A. OF AI & MACHINE LEARNING BEHIND BUILDING BRANDS

We have spent the last year enhancing and applying audience intelligence to Identify, Develop, Enhance & Accelerate (I.D.E.A.) value for brands and investors using AI. And working with social data and machine learning we have...

CLIMATE LITERACY: WHAT CAN WE LEARN FROM THE RYANAIR AD BAN?

A clear positive to take from the Ryanair story is the fact that climate and CO2 emission statements are moving higher up the communications agenda for brands. This in itself indicates that environmental considerations –...

THE INTEGRAL VALUE OF ESG IN BRAND STRATEGY

The intention, ambition and energy behind ESG must sit at the very heart of a brand’s purpose, values, operating principles and communications – in other words, make your ESG strategy an integral part of your...

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 no longer the primary domain...

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 stage in cultivating these specific...

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 businesses to outperform the stock...

THE SOCIAL CONNECTION & SOCIAL IMPACT OF SPORTS EVENTS

How are sporting events enhancing the lives of those lucky enough to enjoy them, as well as those beyond the stadium walls? How can they leverage emotive connections and use their platform to make positive...

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 its use and influence over...

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 levels. We needed to turn...

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 externally) and expression." This article...

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 emphasis from traditional push-marketing to...

USING BRAND PULL TO GENERATE BUSINESS

The start-point is recognising that professionalism is a fundamental point of positioning and differentiation that creates Brand Pull within today’s commercial landscape". In-house commercial teams seeking and converting business to business (B2B) agreements themselves is...

The social, commercial & sporting value of event strategy & branding

Creating the ultimate sports event inspires, entertains and delivers big commercial rewards, the results of which are captured by full stadia, sporting spectacles and celebrations. After all, sporting events are about the experience and social...

  • Building personal identity, social connections and cultural belonging into a brand’s strategy, culture and expression.

  • Change or survive? Benjamin Franklin once said “when you’re finished changing, you’re finished”

  • The increasing humanisation of brands: A brand is a proxy, representation and personification of the people and culture within the business.

  • A MORE INTELLIGENT WAY TO BUILD BRANDS