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October 13th, 2011  |  Published in frameworks, Holistic, Insights & ideas, Revenues, Uncategorized

Shaping the Future You Want: Four Accelerating Global Challenges

Tracey Keys, Director of Strategy Dynamics Global Limited, publisher of www.globaltrends.com

 

2011 is one of those noteworthy years where events have unfolded which will have far-reaching consequences in the years and decades ahead; events of such a profound nature that any one of these events would have been more than enough for the world to cope with alone, from the devastating tsunami and nuclear disaster in Japan to the popular revolutions of the Arab Spring to the deepening financial crisis over sovereign debt. Together they have stretched our resources and ability to respond, individually and collectively.

 
 
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October 5th, 2011  |  Published in frameworks, Insights & ideas, Reputation, Uncategorized

When Community Investment and Involvement pays-off


Helen Den Held, is Brand, Communications and CR Director of Deloitte Netherlands

 

Last week I met with one of my peers from a global company based in the Netherlands. She’s been running a community involvement program for the past 5 years and wanted to gain some insights from me as to how we run the Fair Chance Foundation. I was flattered that she’d reached out to me and also thrilled to be able to share knowledge and where possible best practice. Especially since our Foundation has only been around for a year, having launched in September 2010.

 
 
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September 15th, 2011  |  Published in Insights & ideas, Reason, Reputation, Uncategorized

Shaping the future of your company – Ideal Brands or Brand Ideals?

Tim Wragg is CEO of Millward Brown in Europe, a leading research agency specialising in brand, media and communications. He has a lifelong interest in brands and extensive experience advising marketers in the art and science of influencing consumer choice.  

 

Ask any consumer or end user what makes an ideal brand and you’ll more than likely hear familiar words such as fashionable, current, trend-setting, reliable, value for money, quality and trustworthy. These are, of course, all perfectly acceptable descriptors. For those customers regularly expressing brand loyalty when purchasing products or services, such values justify their decisions.

 
 
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September 12th, 2011  |  Published in Reason, Relationships, Reputation, Resilience, Revenues, Rouser, Uncategorized

4 Marketing P’s are no longer valid. The world is today a bit more interactive than that.

 

Luis Gallardo is Managing Director of Global Brand & Marketing at Deloitte.  

 

In recent years, the concept of Reputation has garnered widespread attention and interest. Businesses no longer regard traditional financial indices as the only indicators of progress. As a measure of success, Reputation rivals, and perhaps even surpasses, stock market performance, earnings, or the recovery of investments. In the least, it certainly affects these other measures.

 
 
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August 27th, 2011  |  Published in Insights & ideas, Think

Is Market Research Precisely Wrong?

 

Rob Stevens is Director of THiNK Eyetracking. THiNK is a provider of consumer insight.

 

 

There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it:

“People don’t do what they say, don’t say what they think, and don’t think how they feel.”

Traditional methods of market research focus on what can be gleaned from the conscious mind largely because until recently the tools to investigate the subconscious mind were not readily available.

 
 
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July 20th, 2011  |  Published in Insights & ideas, Relationships

A disciplined branding process: stakeholders diagram


Alina Wheeler is a brand consultant. She is the author of Designing Brand Identity: An essential guide for the whole branding team, and co-author of Brand Atlas: Branding intelligence made visible. Her signature questions for brand builders are: Who are you? Who needs to know? Why should they care? How will they find out?

 

Seizing every opportunity to build trust and brand champions begins with identifying the constituencies that affect your success. Gaining insight into stakeholder needs, networks, characteristics, behavior, and perceptions yields a high return.

 
 
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