Your brand is not a story: here's what it really is

A lot of companies treat their brands as "stories to be told". In this post we explain how this framing makes brands overly reliant on third parties, typically media companies, to keep them in the public eye. We also show why this approach is so damaging to long-term brand health, and propose a different way of understanding your brand that can lead to long-term growth and success. 

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Simon Pearce
Will Software "Eat" your Company, or Feed it?

The inexorable march of the software industry across the global economy continues unabated. Incumbent and after incumbent goes from skepticism, to panic, to obsolescence. It's now apparent to everyone not living in a bunker that the level of disruption, great as it has been, will only increase. There will be no more "status quo", at least, not for the rest of my life, or yours. What's a business to do? 

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Simon Pearce
Is emotional branding bunk?

A lot of ink has been spilled (and money spent) on trying to convince companies that the goal of having a brand is to get people to fall in love with your business. While nobody's going to argue that having customers who love you is a bad thing, too much focus on this from the outset could distract brands from more important work that creates more enduring sources of value for customers and the companies that serve them. 

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Simon Pearce
How are you different?

Having points of difference is the lifeblood of branding. Without it, you're a commodity. Finding those points is the easy part, the hard part is finding ones that others are unwilling or unable to imitate. Differentiation is exponentially harder in professional services, where the barriers to entry and imitation are almost non-existent. One of the ways we have achieved differentiation in this market is through a greater willingness to stick our necks out in an industry that's notoriously risk-averse. It has taken us places others are unwilling to go, and it compounds on itself by giving us unique learning experiences that others in our industry are not being exposed to. 

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Simon Pearce
Are Bad Habits Killing your Brand Innovation Efforts?

...In almost every category of business, the current approach leads to managers seeking to squeeze a few more percentage points of revenue out of business practices that they have already optimized, over and over again, in many cases going back decades. 

Managers end up ignoring bigger opportunities because they don't fit neatly into the established paradigms implied by existing measurement systems. Put simply, the needs of the measurement system start to outweigh the broader need of the business (to grow, to add value, to win).

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Oh The Places I’ll Go! - Daydreaming about Oculus Rift

First there was WoW, then there was Second Life, now there’s Oculus. Exploratory worlds can be a place of escape, but also a place of great inspiration. When Linden Lab created the platform for Second Life, it was exactly that, a platform on which to build - this is a great study of where a passionate audience can take a platform. Literally building out this virtual world brick by brick, the documentary Life 2.0 takes you inside this world in which many people live many hours of their real lives.

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I Want It Now: Delivery in the On-Demand Age

As much as we may scowl at the likes of Veruca Salt in Willy Wonka’s Charlie and the Chocolate Factory, we live in an instant-gratification society - specifically if you live in a highly-populated urban environment (New York, San Francisco, Los Angeles). You’re probably familiar with this way of living - you want it now, and you’ll pay for instant convenience. 

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Brands are not dead, but those that don't adapt might be

igital media represents a huge challenge to the theory and practice of branding. Some have even questioned if brands are now "dying". We don't think so, but we do think that many tactics used for brand-building are being rapidly replaced by new approaches. The way forward is about more than just adopting the latest digital tools, it requires a new way of thinking about, and managing, brand value. The following articles explores this topic in depth.

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