Brand

We are all very aware of the problems that climate change and deforestation have on the sustainability of our planet. Food waste however is an enormous growing issue affecting our resources that seems to go under looked or thought of as less significant.
To mark its takeover by accounting giant PriceWaterHouseCoopers, management consulting firm Booz & Co is now getting a brand
Consumers consistently tell us that brands should provide clearer messaging from the supermarket shelf outwards, rather than relying on marketing to drive sales. I fully agree and believe many brands simply aren't doing enough to capture consumer imagination where it matters most - in store.
We cannot focus only on the things seemingly out of our control, and fall into the trap of acting like powerless victims! We must recognise that whilst our lives are full of contradictions our everyday actions do shape our future.
The appeal of Russell Brand's revolutionary ramblings lies in the paradox at the heart of this idea. Like every other ideology that came before it, negative liberty appears to transcend every other ideology.
I used to see Brand as a sensational and gratuitous comedian, and maybe he was. Now I observe a highly intelligent communicator who knows how to engage the general population with ideas previously limited to the walls of university libraries and laboratories.
Successful brands do several things well, but from a communications perspective there is one crucial factor. At those key moments when decisions are actually made, a successful brand must make a greater number of people think about buying their product or service compared to the number considering a competitor.
Like me, I'm sure you've heard horrifying passenger stories about Ryanair and after a while we become untouched by these stories, most probably because they're told so often. But what really surprised me recently was the way that Ryanair joined Twitter...
In this sense, within the space of my career, marketing has gone from nothing to everything. That's some journey.
Last Saturday 19th January, Superbreak, the short break specialist company that I work for, marked 30 years of operations