In one of my earliest blogposts, I attempted to apply Maslow’s “hierarchy of needs”-model to branding. In conclusion of my post, I wrote: “As brands in general move up Maslow’s hierarchy of needs, companies need to start adapting their tone of voice across all touch points. Moving beyond product features or basic human concerns means …
10 Key Take-Aways from Eurocomm 2009
Earlier this week, I spent two days attending Eurocomm 2009, the annual get-together for the European chapter of the IABC. It is always interesting to spend time with marketing and communications professionals from other industries, and people that work on both sides of the fence (agency-/client-side). The two-day conference delivered ten key insights that have …
Social Media and Enterprise 2.0
A few days ago, Zack Brandit made an interesting point on the power of Enterprise 2.0 in organisation on his blog, zackbrandit.com. In his post, Zack talked about potential problems in collaboration for organisations that go from start-up to established corporation and how social media can provide a (partial) answer to some of those. It got me …
“Corporate Doublespeak”
Last week, I sat down to dinner with Erik Dirven, co-founder of boutique consulting outfit Kianga. Having dinner with Erik is always an enlightening experience – words like “authenticty” and “passion” are never far off. Kianga is distinctly different in their approach to change management: where most mainstream consultancies will work on the “what”, they …
“Management By Talking About”
In line with my previous post, I thought I’d follow up with some thoughts on the changing role of communications in the creation of true employee engagement. Time and time again, I have seen carefully crafted internal communications programmes go down in flames when they were confronted with office floor reality. The reason for this …
Firmwide communications: the end of the “one for all”-era ?
In an earlier post, “Building brands in a downturn”, I referred to the term CEO being increasingly used as an acronym for “Chief Engagement Officer”. It is generally well-accepted that one of the most important roles of a CEO is to inspire the troops. Stacks of management literature have been written about the importance of …
Buillding Brands In a Downturn
As I was coming home from a trip and reading the Wall Street Journal, I came across an interesting article entitled “In Asia, Too, Marketing Budgets Face Pinch”. According to the Wall Street Journal, “a new survey of marketers across Asia has found that the majority expect their ad budget to shrink next year, with …
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