Everyone’s talking about the cost of living. I think we’re asking the wrong question. What if the problem isn’t just that everything costs more? What if there are simply more things to spend money on than at any other point in history?The Meta algorithm Gods presented to me a Sunrise segment (a popular morning breakfastContinue reading “THE COST OF MODERN LIVING”
Category Archives: BRAND
THE OG CREATIVE STRATEGIST IS DEAD…
At least according to LinkedIn… (so it must be fucking true, right?) Every few weeks another “Creative Strategist” role appears in my LinkedIn feed. Not because I’m actively searching for one. The algorithm has simply decided this is who I am. And every time I make the same mistake. I click, hoping this will beContinue reading “THE OG CREATIVE STRATEGIST IS DEAD…”
YOUR BIGGEST BRAND PROBLEM ISN’T OUTSIDE YOUR BUSINESS. IT’S SITTING AROUND YOUR LEADERSHIP TABLE.
One of the biggest misconceptions in business is that brand belongs to the marketing department. // Newsflash… It doesn’t. Brand belongs to the organisation. Or at least, it should. The marketing team might be responsible for communicating the brand, but they don’t own the thousands of decisions that shape how it’s actually experienced. That’s everyoneContinue reading “YOUR BIGGEST BRAND PROBLEM ISN’T OUTSIDE YOUR BUSINESS. IT’S SITTING AROUND YOUR LEADERSHIP TABLE.”
GLOBAL STRATEGY. LOCAL TRUTH.
I caught up with Mark Brown last week (Managing Partner & Creative Director at Sentius Creative) over a coffee. We ended up disappearing down one of those rabbit holes that curious minds seem to enjoy… talking about global brands, masterbrand strategy, localisation, relevance, culture – and why some brands feel like they belong wherever theyContinue reading “GLOBAL STRATEGY. LOCAL TRUTH.”
THE TRUTH ABOUT GUT FEELING
The older I get, the less I believe in coincidence… and the more I believe in pattern recognition. For shizzle… For years I’ve struggled to explain why I trust my gut so much. I’d find myself sitting in workshops, presentations or client meetings and within minutes I’d know something wasn’t quite right. Sometimes it wasContinue reading “THE TRUTH ABOUT GUT FEELING”
YOUR BRAND DOESN’T LIVE IN YOUR CAMPAIGNS. IT LIVES IN YOUR SYSTEMS.
Recently, I shared a tongue-in-cheek LinkedIn post after receiving an email from ANZ with the subject line: “Imminent Candidate Purge Notification.” It genuinely made me laugh. Not because I was offended. Quite the opposite. Somewhere between a perfectly reasonable business process and me opening my inbox, someone had unknowingly turned a recruitment email into somethingContinue reading “YOUR BRAND DOESN’T LIVE IN YOUR CAMPAIGNS. IT LIVES IN YOUR SYSTEMS.”
LEVI’S DIDN’T MISS AN OPPORTUNITY. YOU DID…
I’ve written something before about Opinions & Assholes (everyone has one)… I couldn’t help myself for this next blog post… 💀 I’ve watched the Levi’s Stadium conversation unfold this week and honestly, I think most people have completely missed the fucking point. The hot takes have been “predictable” and bland… “They should have wrapped itContinue reading “LEVI’S DIDN’T MISS AN OPPORTUNITY. YOU DID…”
GROWTH DOESN’T COME FROM MORE. IT COMES FROM MEANING.
One of the biggest misconceptions in marketing is that growth comes from doing more… More content. More campaigns. More products. More channels. More customers. More followers. More every-fucking-thing. But some of the fastest growth I’ve ever seen came from doing the opposite. It came from getting clearer. Years ago, I had the privilege of workingContinue reading “GROWTH DOESN’T COME FROM MORE. IT COMES FROM MEANING.”
SIGNAL > NOISE
I bought a pair of noise-cancelling headphones years ago because I wanted better sound quality. Turns out I completely misunderstood the point… The goal wasn’t to make the music louder. The goal was to make everything else quieter. And lately I’ve been thinking that’s probably one of the more important lessons I’ve learned about strategy,Continue reading “SIGNAL > NOISE”
MARKETING THEATRE & THE MISSING CMO
— I’ve been thinking a lot lately about how many businesses don’t actually have a marketing problem… They have a leadership problem disguised as marketing. And honestly? Once you see it, you can’t unsee it. Most founder brands, charities, NFPs and growing businesses can’t afford a proper CMO, Head of Marketing or senior commercial marketingContinue reading “MARKETING THEATRE & THE MISSING CMO”
THE CREATIVE STRATEGIST 