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
If you want to know about the latest trends in food then a stroll through Borough Market or a search on Amazon will give you a good steer. But about this time each year, for the past 15 years, some of the world’s greatest and most progressive food companies have stopped to wait for one publication – The Global Flavor Forecast from McCormick.
As humans we all have an insatiable desire to know the future – to know gives us the power to pre-empt, to be rich, safe and most importantly to be right.