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Building Brands
Acts of Kindness that Humanise the CEO
At times, it can feel like the CEO and the company they run are one and the same. The CEO title becomes synonymous with the idea of corporate ideals, profit margins, daily proceedings and the success that is continuously sought after. An…
Learning From the Winners: Common Factors Among FutureBrand Index High-flyers
The retirement of Keith Weed, Unilever’s Chief Marketing Officer, is interesting. A textbook all-rounder, Weed always understood the importance of brand purpose, sustainability, and diversity and inclusion. Crucially, he also knew these…
Future-Proofing Your Brand in the ‘Fourth Industrial Revolution’
This year’s World Economic Forum in Davos focused on the ‘Fourth Industrial Revolution’ – a new era of emergent technologies like 5G, AI and connected devices that are already changing our lives.
This technology offers risk and reward…
Five Ways to Find Out What Your Customers Really Think
1.4 million people left the big six utilities between June 2017 and June 2018. For the most part, they left for smaller challenger firms. The reason? Switching to better tariffs certainly, but not solely. For many people, it’s the customer…
Women and the C-suite: Five Senior Female Professionals On Their Journey to the Top
As the 8th of March ushers in the 110th International Women’s Day (the first was held in New York in 1909), we talk to five trailblazing senior female professionals from the creative industries, and ask them how they deal with the…
Return of the Human: How Big Co’s Can Keep Up with Challengers
Melinda Davis, Group Director of Strategy at Spicefire, looks into how the Big Co's of the world can keep up with modern competition with a humanized approach.
From calling a cab or taking a vacation to ordering food or applying for a…
Innovating Icons: How Brands Can Maintain the Love
Jonathan Kenyon, Founder & ECD at Vault49, looks into some of the most iconic brands in the world and how they can either flounder or flourish.
Iconic brands tap into something deeper than the feelings people usually have for…
Run Away to the Mountains… to Build Luxury Bikes
Spoon Customs designs and produces some of the most exclusive and high-performance steel racing bicycles in the world, handmade by Italian artisans in the Southern Alps. It’s a dream come true for founder and CEO Andy Carr. Like so many…
Are Young Talent Inspired by Business Leaders and Icons of Today?
When young people enter the workplace today, they are pushed to their limits, they face incredible pressure and as a result they learn in a world that focuses only on targets, bottom line profits and process. In contrast, the worry is the…
Technology Should Make You Stand Out
What differentiates your company from your rivals? In corporate literature, the answer to this crucial question is usually about unique selling points, improved value propositions and unrivalled leadership teams. However, such internally…