Transform the Transformers

Trust. Big brands are headline news again. Scandals at Uber, the ignominious collapse of Carillion, the recent Facebook data breach and now the Google EU fine. Each has exposed a lack of corporate governance, the absence of responsibility or just basic greed. They also show the fragility of brand reputation. Many of these brands have been […]

Read More Transform the Transformers

Brand is the organisation’s DNA.

Brand.  That much talked-about subject which marketers so love to pontificate over. When brand is thought of as purely a marketing activity it is immediately put in a box – it’s seen as something intangible, mysterious and expensive to manage. It’s perceived to be about logos, websites and communication activity Think of it another way. […]

Read More Brand is the organisation’s DNA.