Adliterate has been delivering radical thinking for the brand advice business for over a decade. 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 in order to solve deep seated problems and it sets its self against orthodoxy in any form. It also aims to be deliberately provocative.

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Strategy
Why worship one brand god when you can worship many?

Why worship one brand god when you can worship many?

I’m no great fan of monotheism The idea that there is one true god, one answer to the entirety of life, the universe and everything has always struck me as rather arrogant. Indeed, I am deeply suspicious of certainty in any guise, religious or otherwise. Certainty seems at odds with a genuine search for truth,...
Have we reached peak purpose?

Have we reached peak purpose?

It’s quite possible that 2016 marked peak purpose. The year in which the idea of corporate or brand purpose reached its zenith from which its grip on the collective consciousness of the business world may slowly wane. You see purpose has a rather patchy rep. For every Unilever, celebrated for their commitment to both corporate...
Why we need to adopt whole puzzle thinking

Why we need to adopt whole puzzle thinking

A while back the good people at Admap asked me, along with a bunch of other strategists to contribute to a bumper September issue on the future of Strategy. It’s rather long but here it is for your delight. The skills of the strategist are, with the best will in the world, unnecessary. In any...
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