How can Optus even consider the idea of changing its name? Or furthermore, absurdly consider changing it to what has been effectively its po…
Michel Hogan is an independent brand counsel. She advises organisations on the risk to their purpose and values or making the wrong promises — with a robust, resilient brand as the result. You can find Michel at michelhogan.com, follow her on Twitter and LinkedIn. Her ebook, Between Making Money and World Peace, is now available.
How can Optus even consider the idea of changing its name? Or furthermore, absurdly consider changing it to what has been effectively its po…
A fair warning on what follows – I’m feeling a bit grumpy today.
In the course of what passes for doing brand work, a lot of organisa…
“You can’t give people what they want. You can give them something else.”
This quote by the late Anthony Martignetti stopped me in my t…
It was my birthday a few months ago and around that time I started getting the ubiquitous “we’ve got a gift for you” emails from vario…
Every week I see the stories trumpeted across the pages of the business press. “Brand launch”, as if it is a space shuttle shimmering wi…
I’m a voracious reader and always on the look out for titles to add to my reading list. It’s particularly nice when that reading connect…
I was interviewed last year for an ABC News story about the new questions around the VW braking issues that are being raised in light of …
There’s a lot of ink spilled these days about a thing called customer centricity. All over the place organisations are calling on their…
It’s my last blog for this year. We’ve covered a lot of ground, so I took a spin back through the year and here are five blogs that r…
Unexpectedly and delightfully I ran into my friend @AJKulatunga yesterday. We always have great conversations and this one quickly ranged…
The moral of this story is… Over the years that I’ve been writing for SmartCompany there have been plenty of tales of woe. Of organis…
I’ve written previously about the importance and value of culture to the business and the brand. And often that unintentionally leads d…
