Brands are bilingual: they speak the languages of reason and story. Rational argument produces understanding, but stories produce emotional identification - and that is what leads people to change their behavior
Read MoreMeaningful Brands Are Rewarded With Growth
Consumers are re-defining their relationships with brands. They are rewarding brands that provide sustainability and authenticity - and they are increasingly prepared to punish brands that do not.
Read MoreHow Stories Move Us from “Ought to” to “Want to”
Stories help us find ourselves inside the bloodless business data. That’s when we move from “Ought to” to “Want to”. Only then does change become possible
Read MoreJust Who Do They Think You Are, Anyway?
Differentiation is a huge challenge for professional services firms, and it is made harder by their business models, culture and governance systems. Luckily, most firms are inherently differentiated
Read MoreIs Consumerism Sustainable: What Do Brands Say?
What can the difference between a straight line and a circle teach us about building a sustainable economic system that? And how can brands contribute?
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