Brand-thinking for governments and institutions

Can governments and institutions become brands? In fact, they are already. The underlying question, however, is how valuable, purposeful and respected is a given organization in the minds of citizens? I imagine that Apple, Nespresso, Nike, Starbucks, Toyota, Ikea, Amazon, Facebook, Louis Vuitton and the likes are the usual suspects that pop-up in mind when …Read More

Making Europe relevant and assertive

It is bit striking that Europe that is built on the foundations of unique values and has a privilege, probably unutilized, to be the global opinion maker and doer is struggling among its own citizens. Public’s positive opinion towards EU at 32% is just a fraction above the negative attitudes. It is critically low compare …Read More

Mapping internal brand culture: ‘Corporate Reputation’ vs ‘Employee Engagement’ scores

Steering brand reputation is bit of a dance. Or, if you like, cooking – managing all layers of flavor well balanced and realizing the right highlights. Sometimes, it can be a revelation to review the latest brand and corporate reputation scores. A comprehensive assessment allows reviewing the performance of all reputation drivers. It is essential …Read More

‘Brand’ and ‘Reputation’ are social engineering tools for business growth

Big questions are on the plate for the boardrooms. In the essence – it’s about the growth. Dominantly, as many executives at well-established forums confess, it’s somewhat short term focused. The anxiety of hitting quarterly targets might be framed as interim; often that enjoys a habit to make a little longer stretch. The growth in …Read More

Is World Economic Forum making the world a better place to live?

Debates among power elites, business executives and social entrepreneurs were in good progress at the World Economic Forum in Davos last week, when Edelman published their latest Trust Barometer. A well-timed flagship message said  – there is the largest ever gap between trust in business and governments since the launch of the study in 2001, …Read More

Brands – media platforms. A mapping tool.

There was a time when brands saw the role for their communications to be strictly controlled, one-way and reactive. Times have changed. Successful brands earn their reputation by being system and behavior designers, curators, publishers and developers. Brands are on the journey to become media platforms. Recently I was working on a brief assignment to …Read More

Holidays = discovery

  As the holiday period kicked-off in late June, Financial Times Fast Lane columnist Tyler Brule suggested (read the full article here) that it would be more useful for corporations to place their managers “into the small business wilderness and let them run their own enterprise for a month or two” as part of the …Read More

Brands as infrastructure

  Havas Media have published their annual The Meaningful Brand Index (MBi) where one of their top featured findings says that most of the respondents would not care if 70% of the brands ceased overnight. I find it alarming. On a first glimpse and in the short run the response can be understandable. People may …Read More

Simon Anholt challenges Europe to redefine its brand purpose

Simon Anholt, Policy & Brand Advisor, was a keynote speaker at the European Public Communications conference in Brussels, 19-20 Oct 2011. His speech was provocative and trended a buzz. Simon Anholt challenged the EU of developing a brand by redefining its lost purpose. Also, pointed that government officials should think and act more like brand …Read More

Notes from the conference. Rebranding Parex bank to Citadele.

Recently I was speaking at “Back in Focus” conference in Tallinn where I presented a case study of rebranding Parex bank to Citadele. (I wrote briefly on this back in August ‘10) Here is a top line summary of my presentation: Problem: Banks were a symbol of trust and credibility until Sep 15, 2008 when …Read More

A Chinese Tour Guide’s View on European Economy

Today, on Europe’s Day I was browsing through my recent New Yorker’s I had not time to read over previous weeks. Coincidentally, I stumbled on article “The Grand Tour” by Evan Osnos (edition on Apr 18, 2011). As a foreigner living in China, he joins an organised Chinese tour group on a trip to Europe. …Read More

Likeability.

The closing scene of The Social Network movie captures an importance of a brand’s perception and how communication impacts it. Mark Zuckerberg in the interview to The New Yorker have said that he is not planning to see the movie and responded, “I know the real story.” So, let’s assume the movie is a fiction. …Read More

An Undeveloped Development Education in the Developed World

Recently I have encountered three wonderful stories from the field of development. They tell us about a power of simple – meaningful innovations that are so essential in reaching Millennium Development Goals (MDGs). First. Melinda Gate’s speech at TEDxChange event in September 2010 is challenging non-profit organisations to learn from a business world how to achieve …Read More

A New Dimension to Marketing Bio-Farming

To start with I am mainly a bio food buyer. Since I remember myself we always had an honest food at home. Tomatoes that smell like tomatoes. Cucumbers that is fresh and juicy. We also had a garden so I know how to take a good care of these plants. And so on. Of course, …Read More

Winter Homework: Digital Country Marketing

I visited Croatia this summer. Already before landing there I knew I would write this blog. There were couple of thoughts on country marketing that burst in my mind while I was planning the trip. Croatia is a very beautiful country. With no hesitation am enthusiastic to suggest planning one of your next holidays there. …Read More