There’s a new kid getting respect on the retail block – just they’re not new. Lidl has been here in the UK for 21 years, but now it’s come of age with a booming business, surging public opinion, new stores galore and a thrashing of Waitrose & the gang at the Grocer of the Year Awards.
We are looking for really good client directors…….we are looking for people who love looking after people; who can read people like a book but listen like a priest: who can make clients feel excited about the journey they can go on with us rather than scare them into thinking they need help.
Long before the mass market woke up to personalisation, Thorntons’ retail presence allowed you to make your own selections of top-dollar chocolates and sign your eggs. They were masters of the edible gift. Ferrero was a smart innovator, bringing us classics from nuts you spread on toast to Tic Tac and Kinder eggs.
In this age, smart companies understand that their brand is no longer theirs to define. For decades, marketers have worked on what message they would give their target audience but the audience have left the building. Consumers have been given the freedom to trawl the net, to explore digital media, to share through networks that deny geography and what did they do with it? – they chose who to listen to, how to value what they heard and when to dip in and out of conversations with and about the brand.
Organisations need champions of brand identity like never before – not just to create a stunning brand identity model but to champion its translation into consistent, coherent, compelling behaviours, aligned to a heartfelt purpose. Companies need those individuals whose passion for their brand is infectious, within the company and beyond.
Jeremy Bullmore, a renowned advertising guru and non-executive director of WPP, one of the biggest multinational advertising companies, prophetically and heretically said over a decade ago: “There is no such thing as a global brand.” The reason Bullmore said this was because a brand only exits in the mind of any one consumer. That of course has always been physiologically true – the brain is not a tape recorder. It chooses what to acknowledge and what to embrace and then it attaches value to that thought.
Comparing innovation to a team sport effort may be trite but there is a lot of truth to it. Elspeth Beattie, client director at Fusion Learning, examines the similarities between team sports and business innovation.
Companies strive to be innovative, so much so that the word itself is often included in their mission statement. But what can businesses actually do to be truly innovative? Nina Aggarwal, founder and partner at Fusion Learning, offers practical advice on building innovation