Over the last week I have been particularly fascinated by the concept of “a name”. This is not anything new (I have been reading and re-reading On the Name
- Isn’t interesting the way we use the word “traditional” for an approach that we are beginning to find outdated? Katie Harris asks Traditional vs what? – and while her question focuses on market research – apply the same thinking to your own field of expertise. Which words are you promoting and which are you denigrating? And why?
- How do you sell without selling? Valeria Maltoni explains what is meant by a “value exchange” – building your name, your reputation and your brand at every touchpoint so that when your customers are ready, they already prefer what you have to offer.
- Gordon Whitehead digs into the marketing department (again!) to ask whether it is time to change the role of the Brand Manager to that of a Brand Advocate.
- What does your work mean to you? Is it just a word, an output, a check in the box? Maryam shares the story of a man whose work runs much deeper.
- Ever wondered what the R stands for in the term “social media revolution”? Julian Cole explains – it stands for Rubbish.