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Posted on26/07/202226/07/2022Strategy, Strategy with heart

9. Revelation

by RichardLeave a comment on 9. Revelation

The world of brand strategy is deluged by ideas and words that are misused and misunderstood. Insight is one of them. Indeed is is perhaps…

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Posted on07/05/202207/05/2022Uncategorized

Bonus content: What is a brand?

by RichardLeave a comment on Bonus content: What is a brand?

Brands are fundamentally misunderstood. The more that the brand concept has become popular and part of everyday conversation, the less clarity there is about it.…

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Posted on04/05/202204/05/2022Brands, Politics

You can’t have our brands without our values

by RichardLeave a comment on You can’t have our brands without our values

At times of extreme crisis, when people’s livelihoods and lives are in constant danger and the world sits on the precipice of escalating conflict, what…

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Posted on02/05/202202/05/2022Brands, Strategy

8. Listening

by Richard2 Comments on 8. Listening

“Discovery consists of looking at the same things as everyone else and seeing something different”.Albert Szent-Gyorgi, Biochemist and Nobel Prize winner In building brilliant brand…

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Posted on06/04/202212/04/2022Brands, Strategy

7. Logic

by RichardLeave a comment on 7. Logic

“I learned to recognise the thorough and primitive duality of man; I saw that of the two natures that contended in the field of my…

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Posted on06/03/202206/03/2022Strategy

6. Love

by Richard1 Comment on 6. Love

One of the lessons I learned early in my career was from a legendary ad man called Peter. Peter was the Mead in Abbott Mead…

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Posted on12/02/2022Uncategorized

Strategy with heart

by Richard1 Comment on Strategy with heart

“Without passion, all the skill in the world won’t lift you above craft. Without skill, all the passion in the world will leave you eager…

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Posted on06/02/202206/02/2022Brands

5. Real

by RichardLeave a comment on 5. Real

In a world of the fake, real is a powerful idea. Real means genuine. Real is a connection to and a bond with something that…

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Posted on23/01/202219/02/2022Brands, Strategy

4. Fundamental

by Richard4 Comments on 4. Fundamental

We have talked a lot about the value of being radical, of getting to the root cause of things. It is an incredibly helpful philosophy…

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Posted on16/01/202216/01/2022Brands, Strategy

3. Orthodoxy

by Richard1 Comment on 3. Orthodoxy

“Orthodoxy, of whatever colour, seems to demand a lifeless, imitative style”George Orwell, Politics and the English Language George Orwell has much to teach the brand…

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Posted on08/01/202216/01/2022Uncategorized

2. Problems

by RichardLeave a comment on 2. Problems

“No one died of stench in Victorian London. But tens of thousands died because the fear of stench blinded then to the true perils of…

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Posted on03/01/202216/01/2022Strategy

1. Tools

by Richard5 Comments on 1. Tools

For the first of the series of posts about how I approach brand strategy and the business of being a planner I thought I’d write…

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Adliterate has been delivering radical thinking for the brand advice business for 15 years. It is concerned with the future of advertising and marketing, the impact of technology and the nature of potent brands. It takes a radical view to solve deep seated problems and it sets its self against orthodoxy in any form. It also aims to be deliberately provocative. Because life is more fun that way.

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