From Co-working to Club 2.0: Creating the Future of Work

November 30, 2018

Tessa McLoughlin has a gift for creating incredible community and creativity in the workspaces she designs. Now, the founder of Club Kwench is taking it to the next level. She's creating the next wave of workspaces, with her Culture Club concept space. 

Sitting down with Tessa, I got big insights on the recipe to successful co-working (hint: it's more than open areas, hot desks and a kitchen); why co-working spaces at leading tech companies often fall flat, despite looking brilliant from the outside; how to create cross-pollination critical to the success of small (and large) companies; and what the future holds for workspaces. 

Enjoy the interview. And if you're in Victoria in the new year, check out the new Club Kwench in the Phillips Brewery block  - I can guarantee you haven't seen anything like this before. 

If you enjoy this interview, please pass it along on social media. And subscribe for more!

 

00:0000:00

Ivanka, Facebook, and Brand Betrayal

November 27, 2018

Today was a busy day in the news. ExxonMobil was in hot water again - this time for creative accounting that conned investors; migrants were turned away from the US border with tear gas; Facebook was called to the carpet in the UK as part of the ongoing data selling fiasco; a judge ruled that the lawsuit against the Trump Foundation could proceed; and the Ivanka Trump email scandal ratcheted up a notch, with two Republican Senators demanding an investigation. 

Soooooooo, what did all this have to do with brands? Each story, for different reasons, reflected a phenomenon called brand betrayal - a condition far more gut felt than your average disappointment when a burger doesn't taste great, or your soda has lost its fizz. 

I went on the air with CFAX's Mark Brennae to talk about the brand betrayal, and how to avoid it. 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

 

00:0000:00

A tale of two underwear brands

November 20, 2018

Today in the NY Times, Third Love CEO Heidi Zak posted a full page ad bemoaning the regressive thinking of Victoria's Secret CMO Ed Razek. 

The ad seemed to encapsulate the plight of so many brands that were having trouble adapting in today's rapidly morphing marketplace. 

Long story short - it seemed like a great reason to go on the air with CFAX's Mark Brennae and unpack the laundry, so to speak. Enjoy! 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00

Halloween, Fear, and Brand Thinking

November 1, 2018

I love pulling together tangents that don't obviously belong together. That's why, in honour of Halloween (yesterday) I did a bit of research into the correlation between fear and brand thinking. 

Crazy? Actually, I was surprised by how MUCH correlation there was. 

If you want the whole story, check out this interview. I spent an hour on the air with CFAX's Mark Brennae, going through everything from the Marquis de Sade and the 1755 Lisbon Earthquake to why people reach for a Coke in a slasher movie. 

Fascinating stuff! Enjoy...

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00

The fall of Sears (a brand story)

October 16, 2018

Today, Sears filed for Chapter 11. 

It's the end of a powerful story in retail, innovation, and brand building. 

It's also a story about the evolution of brands, and how brands lose their way. 

To talk about the demise of Sears, creative destruction, and the brand heir to the Sears throne, I went on the air with CFAX's Mark Brennae. Enjoy the conversation! 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00

How to build a brand that actually sells stuff

October 3, 2018

The gap between marketing and sales is toxic and timeless. 

Here's the old trope. Marketing folks determine what the message is (too often guided by asinine insights from focus groups), then throw it over the fence to the sales folks. Sales folks grumble that marketing is disconnected from consumers, while marketing grumbles that sales  doesn't 'honour' the brand. 

Stop the insanity. 

In this episode, I chat with Dominick Cappuccilli, founder of The Clean Sell, about bridging the gap and building brands around sales drivers. Essential listening for anyone who wants to build a compelling brand, and still sell like crazy. 

00:0000:00

Everything you wanted to know about positioning, but were afraid to ask.

October 1, 2018

There are some brand issues that never lose relevance, never go out of fashion, never get 'fixed'. Positioning is at the top of the heap. No matter how shiny your technology, or how brilliant your analytics, lack of proper positioning can still sewer your brand. 

In the spirit of public service (and good natured fun) I went on the air with Mark Brennae at CFAX to talk about positioning, and how everyone - butcher, baker, candlestick maker - can build a better business with it. 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00

Nike, Kaepernick, and the power of a bold brand

September 10, 2018

Last week, Nike launched a monumental ad campaign featuring Colin Kaepernick. With the rallying cry Believe in something, even if it means sacrificing everything the campaign took a bold political stance and - I would argue -  threw down the gauntlet at the Tweeter in Chief, Donald Trump. 

It worked. After an initial dip on the stock market, Nike sales are up 31%. 

But this begs the question: should a shoe company court political controversy to sell sneakers? 

I went on the air with CFAX's Mark Brennae to discuss why this move was 100% true to Nike's brand. As well, we chatted about the sort of brand attributes that align with bold, risky moves, and discussed famous fails in this area. 

Enjoy the conversation!

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00

Marketing with the human touch

August 21, 2018

A short time ago, I got into a conversation with a gentleman who had a unique take on how to market his company. He'd take a flight.

According to his account, every time he took a domestic flight on Southwest Airlines, he'd walk off the plane with a new client. 

That brought to mind the forgotten art of marketing like a human in an age where we lean on technology to do our selling for us. 

I went on CFAX Radio with Mark Brennae to chat about ways you can market like a human. 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

Getting Back to Brand Basics

August 7, 2018

Didn't See It Coming usually digs into brands that are breaking new ground. But are there basics that brands really need to stick to? 

I brought aboard entrepreneur, futurist and brand consultant Jim Bottomley to chat about brand fundamentals - and much more. Check out this fast-paced free-for-all chat for some invaluable nuggets on what brand basics you need to protect to succeed. 

If you like this interview, make sure to get my insights straight to your inbox by subscribing. 

And don't forget to download my new, free e-book Stop Busting Your Brand!

00:0000:00