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Tag: brands

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 on04/05/202205/11/2022Brands, Politics, Provocations

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 on02/05/202205/11/2022Brands, 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 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 on24/12/202028/12/2020Brands, Provocations

Why agriculture needs advertising

by Richard1 Comment on Why agriculture needs advertising

Advertising and agriculture feel at opposite ends of the universe we all inhabit. Perhaps the only similarity being the way both our professions are vilified…

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Posted on25/11/201817/03/2019Brands, Inspiration, Strategy

Why worship one brand god when you can worship many?

by RichardLeave a comment on 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…

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Posted on26/02/201817/08/2018Articles and columns, Brands, Politics

Can brands help the cohesion of divided nations?

by Richard2 Comments on Can brands help the cohesion of divided nations?

It’s Winter and that means one thing these days. The National Health Service is in crisis. A perfect storm of seasonal pressure, changing demographics, advances…

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Posted on26/09/201619/03/2017Brands, Strategy

Why we need to adopt whole puzzle thinking

by Richard9 Comments on 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…

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Posted on26/09/201611/12/2016Advertising, Planning

Stand up for strategy

by Richard1 Comment on Stand up for strategy

The work, the work, the work. That’s the mantra by which we live and die in advertising. Good agencies are measured by the work they…

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Posted on22/08/201611/12/2016Brands, Planning

Brexit: The segmentation study to end them all

by Richard2 Comments on Brexit: The segmentation study to end them all

Good news is thin on the ground right now but in the world of marketing, there is one massive benefit of the Referendum. Thanks to…

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Posted on11/06/201511/10/2015Planning, Provocations

Does every brand need a purpose?

by Richard13 Comments on Does every brand need a purpose?

Gold Blend coffee has a new campaign. You’ll know if you live in any remotely built up part of the UK because the media buy…

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Posted on19/10/201420/08/2015Brands

A question of value

by RichardLeave a comment on A question of value

I have been thinking a bit about value recently. Agency people don’t like thinking about value because they associate it with having to create tragic…

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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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