Today’s category design case study is about seeking out the true brand story hidden deep in the organization – and allowing those people to see themselves reflected in the brand. This is how we charge the culture with electric energy. … Continue reading Category Design Case Study V: Reflect The CULTURE.
This category design case study is about getting ahead of the organization, especially around change. Show leadership, be an exemplar. Bring the team with you on the journey to the emergent service offering. Here are the other case studies: Intro … Continue reading Category Design Case Study III: SCALE Everything.
I wrote a book. This week, I got my hands on a hard copy for the first time. It is a slim tome, 100 pages in total, readable in under two hours at one’s leisure. It is 10 years in … Continue reading COVID Diaries Week 29: Books.
Every April 20 (4-20), the cannabis community comes together to celebrate their love of the plant. The etymology of the phrase is a code word used by students in 1971 with reference to 4.20 p.m., the time they regularly met … Continue reading Cannabis Diaries Week 29: X Marks the Spot (420)
The MarComms team at Teekay is small and mighty (basically 5 people, no agency support); and works in perpetual beta mode. We are pushing hard, and breaking through to uncharted territory of what a modern MarComms team can do and … Continue reading 5 Ways We Are Redefining Modern MarComms
I had a whole load to get off my chest. 20 years of uncertainty, maybe. I should have been blogging since the early 2000s, I had it in me, but also an obstinate, lazy streak. I needed an avenue of … Continue reading Marketing Is The Best Organizational Change Methodology
I believe that work is…necessary, worthwhile, boring, time killer, inspirational. When I think my current work I feel…ambivalent, one step removed. And I wonder…why? Do you ever wonder why? That work is a disconnect, that there could be more? Around … Continue reading I Was Born Ready. I Was Born For Today. It Just Took Me 15 Years To Realize It
I was talking with a contact last week who is building out her (online) business. She has a product, a good product, and is thoroughly developing the brand and marketing collateral. A noticeable absence? There is almost no way for … Continue reading Modern Marketing 101: Be F.R.E.S.H. #14Actions
Creating videos is cheaper than ever, and they are shorter than ever too. Technology has changed the prices, user demand has changed the length. (Technical) Quality matters less than audience impact. The corporate video is no longer about packaging over all … Continue reading Prosper In The Future Of Work: Know When To Stop (Lowering Your Standards) #14Actions
Seven years ago, we spent $10,000 on a nice corporate video, 2 camera, lights, make-up – ACTION! Intense 10 minute videos that no-one watched to the end. (main image above). Five years ago, we spent $3000 on the same type … Continue reading Prosper In The Future Of Work: Lower Your Standards #14Actions
Of course I get direction from those higher up the food chain in my organization. The company’s strategies are theirs. My job is to amplify, to tidy and finesse, occasionally even caress. There is but one problem with this funnel … Continue reading The Future of Work Is About ANYONE (But The Leader)
A bit like HR, the Communications dept. of the modern enterprise has become bloated and self-important. Everything communicators touch is just so important that they need an extra team member to coordinate that project, or professionalise this process. Bunkum and … Continue reading The Secret To My Success: Fewer Resources, Smaller Budgets