Michel Hogan, Author at SmartCompany - Page 6 of 33

David Whyte

What a poem can teach us about brand

Poet and philosopher David Whyte’s work “Start Close In” is a poetic instruction manual for organisations trying to achieve their brand.

women

Achieving brand starts with deep work

Organisations lean towards "increasingly visible busyness because they lack a better way to demonstrate their value" and understanding on achieving brand.

experience design

In experience design, when everything is a priority, nothing is

All the experience design in the world will not help you keep promises if you’re not wired with the necessary will, skills, resources and mindset.

workplace culture

To change the culture you’ve got to change the people

If you want to shift a culture, you can either help your employees change the way they think, or fire everyone and hire different people.

amp board

It’s the organisation, stupid

"A pet peeve of mine is when people talk about things 'the brand' does. The organisation and the brand are related, but they are different."

A formula for achieving your brand result

An organisation’s brand is a result. But what are the elements that contribute to the achievement and how do they relate to each other?

uber

Uber’s shiny object: Why a new logo won’t fix a rot beneath the surface

The problem with rebranding is unless you first clean up what’s underneath, it won’t last, and it will be a matter of time before the rot resurfaces.

frame your language

Avoid elephants and frame a message that sticks

If you are trying to get people to hear your message, unless the language has the frame you want, using it can be downright detrimental.

Nike ad Colin Kaepernick

Nike’s latest campaign isn’t inspiring — it’s lazy

There’s a fine line between assent and exploitation and Nike's campaign is flirting with the wrong side of it.

Examine what you intend and avoid toxic promises

The next time you’re making a promise deep dive into what you intend.

The brand result checklist: 36 frequently overlooked considerations about brand outcomes

When thinking about brand, marketing gets most of the love, so here is a list of things you should consider when you think about achieving a brand result.

Barbara Probst

“To a worm in horseradish, the world is horseradish”: Avoiding single-perspective thinking

Brands too often fall to single perspective thinking, with marketing dominating the view. Leaders need to ensure they avoid single-perspective thinking.

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