Shape perception, connect with customers & build loyalty

How to brand in a crisis

There's been some understandable debate recently on whether it's ethical to be selling in a time of global crisis. On the one hand, people are anxious and distracted. Many need care, emotionally or physically. Any focus on economics seems almost mercenary....
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Why Gut beats Data in branding

Why Gut beats Data in branding

I can understand the inclination of businesses to crown data as king in marketing. It's measurable and provides something to point to when justifying decisions (or looking for an excuse). The problem is that everyone has access to data. It's the ultimate commodity....

The Objective

The Objective

 The most under-appreciated and  under-valued component of consulting must be the simple objectivity of its external view.  Yet that value is often not recognised, leveraged or compensated for by the very business it can most serve. The embracing...

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The Client Value Scorecard is a concept and tool I have been using since 1995. Designers find it to be the single most important tool in assessing client value and allocating attention and resources.

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