The Guardian had an interesting post recently, titled “Brand is becoming meaningless“, it (brand) is being replaced by a company purpose that the organisation can rally around. Yes, there is a study that this is linked to, and quotes. To paraphrase, brand is the effect, not the cause, and that has made it lose its […]
I had almost completed a post on brand purpose when I came across this. I have realised that in my personal life, even ‘what you want most’ is a dynamic thing. I am not really arguing against discipline – there was a time when it kept the blog going. But what I wanted most was […]
After the ‘social product‘ post, the brand guy in me wanted to reconcile this evolution of the product with the brand story. After all, ‘network effects’, ‘purpose’, ‘community’ etc are essential parts of the brand story as well. But I thought of stepping back a bit before moving forward. The ‘tyranny of the big idea‘ […]