Thinking

Insights on brand strategy, positioning, identity, rebranding, culture, marketing, business transformation, and more.

Are you getting real value from your Values?

The values of too many companies comprise catch-all, motherhood statements that could apply to any organisation in any category and should be expunged from the corporate vocabulary immediately.

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Colin Mackay-Coghill
Posted by Colin Mackay-Coghill

Is ‘purpose’ enough to drive business growth?

The companies that are built to last are the ones driven by a purpose greater than the products and services they sell.

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Jaimie Ratten
Posted by Jaimie Ratten

What happened to the BlackBerry?

Lessons in the rapid rise and fall of an iconic brand for today’s business leaders.

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Jaimie Ratten
Posted by Jaimie Ratten

How B2B marketers are missing the point

Over and over again investment in a B2B brand has been proven to provide positive returns.

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Jaimie Ratten
Posted by Jaimie Ratten

Has iconic brand Boost Juice just shot itself in the foot?

‘Fairy Bread’ and ‘Rocky Road’ smoothies undermine two decades of investment by Boost Juice in its iconic Aussie health food brand.

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Colin Mackay-Coghill
Posted by Colin Mackay-Coghill

Mergers and Acquisitions – Clash, Conquest or Convergence?

Too little effort is focussed on planning for the integration of two separate brands and cultures.

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Colin Mackay-Coghill
Posted by Colin Mackay-Coghill

Who really drives your brand?

Only those leaders who understand the pivotal role that ideology plays in making their whole organisation what it is, can maximise its true potential.

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Jaimie Ratten
Posted by Jaimie Ratten

The secret to a great brand?

Even the most charismatic person cannot lift a weak ideology into believability.

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Colin Mackay-Coghill
Posted by Colin Mackay-Coghill