What makes us tick varies from person to person. So any people engagement programme that follows a ‘one size fits all’ approach is doomed to fail. Click here for a short video and here for a simple dipstick survey used by The Brand Inside (powered by Cultural Dynamics) to see whether you are more of a pioneer, prospector or settler. 

Coursera's first massive online open course on branding: “Brand Management: Aligning Business, Brand and Behaviour," picked by Poets & Quants as the best Marketing & Management free MOOC. It received nearly 17,000 registrations from 172 countries and will run as an "on demand" version as of 2018. You can find 12 video interviews on leading practice on my YouTube channel.

TEDx talk on selective attention and the importance of understanding consumer goals to make communications relevant. 

Strong brands tend to polarize. To have an emotional connection, brand cannot appeal to everyone. This means brand managers cannot use averages to measure their brand strength - such as the net promoter score - especially not when applied across the market. 

You cannot create value for shareholders by being shareholder centric. You create value for shareholders by creating value for consumers, and organising around the delivery of consumer value. 

Marketing is traditionally involved in communicating the brand promise, one that is delivered by an often silo-riven organisation across moments-that-matter along the consumer journey. Strong brands are built from the inside out, and this requires new ways of working between marketing and other functions. I reflect on this process during the 'great recession' here.
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