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Tag: brand strategy

Posted on19/11/202419/11/2024Economics, Planning, Provocations, Saatchi & Saatchi

Why Marketers Must Address Middle Class Challenges

by RichardLeave a comment on Why Marketers Must Address Middle Class Challenges

There is one audience every marketer is allergic too. The middle class. You can talk about them in the abstract, but you must never mention…

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Posted on05/11/202205/11/2022Brands, Feral Strategy

Bonus content: How do brands create value?

by Richard3 Comments on Bonus content: How do brands create value?

We do not build brands for the good of our health. Creating a strong and healthy brand is a means to an end and that…

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Posted on14/08/202218/11/2024Brands, Feral Strategy

10. Scratching

by Richard1 Comment on 10. Scratching

There is a subject that we haven’t properly engaged with in brand strategy journey. In part, this is because I have been shying away from…

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Posted on26/07/202205/11/2022Brands, Feral Strategy, Strategy

9. Revelation

by Richard2 Comments 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 on02/05/202205/11/2022Brands, Feral Strategy, 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 on06/04/202205/11/2022Brands, Feral Strategy, 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 on06/03/202205/11/2022Brands, Feral Strategy, Strategy

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 on23/01/202205/11/2022Brands, Feral Strategy, 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 on16/01/202205/11/2022Brands, Feral Strategy, 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 on08/01/202218/11/2024Brands, Feral Strategy

2. Problems

by Richard1 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 on03/01/202205/11/2022Brands, Feral Strategy, Strategy

1. Tools

by Richard6 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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Posted on01/01/202205/11/2022Advertising, Brands, Feral Strategy, HHCL, Saatchi & Saatchi, Strategy

My strategy journey

by Richard16 Comments on My strategy journey

I have built a professional life thinking about brands and putting that thinking into practice for many organisations. But this was all a bit of…

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Adliterate has been delivering radical thinking for the brand advice business for 20 years. My intention is to take a more radical view of issues in order to solve deep seated problems and I set myself against orthodoxy in any form. Adliterate is also deliberately provocative, because life is more fun that way. Much of my thinking on brand strategy is now availble in Feral Strategy, my new book which is available here.

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