The Apostle’s Creed has been a statement of beliefs used by the Catholic Church to rally and unite believers for centuries.

Today, your current and potential consumers deeply believe (as distinct from ‘like’) all sorts of things about themselves – and will subconsciously …

Read More...

Fences define boundaries which send two messages:

To strangers: “You’re not welcome past this line. You stay out there.”
To family, friends and guests: “You have the privilege of access – unlike the masses”

By proudly banning Taylor Swift from its traditional Australia Day Hottest 100, radio station Triple J was absolutely able to …

Read More...

If the only way to draw people to your brand is to constantly be on sale – you eventually won’t have a brand.

If you only ever talk to us about your daily, weekly or even monthly sales, eventually we will tune out, unsubscribe or unfollow you (assuming the algorithms haven’t already done this for us).

As brand trust is eroded over time, it gets harder and more expensive to reach fewer and fewer fans – the fatal downward marketing spiral.

Read More...

Dear Brand,

Why am I following you?

Where are you taking me?

Who am I becoming as a result of following you?

Regards,

Your Fan/Follower/Liker/Subscriber/Customer

Read More...

Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will.

- George Bernard Shaw

What is considered a commodity by the Industrial Age majority today, will become a target for Connection Economy disruptors tomorrow. Just ask Xero, Uber, AirBnB (among others)…

Read More...

For brands trading in physical goods, the idea of giving away something digital still feels very much like giving away something physical.

We still count the cost of our time to create this thing, and our time is valuable, so when we give it away, we feel the love, sweat and tears we put into it.

But this feeling is actually a carryover from an Industrial Age mindset.

Read More...