Invisible Digital is the Force for Next Generation Branding

Next Generation Branding Happens from the Outside In Apple does it. Amazon does it. Nike does it. Google does it too. All are ranked in the top 50 of the 2012 BrandZ most valuable global brands report. Yet even within this exclusive collection of brands, some stand out from others. It’s not just that they encompass all that represents a strong brand as...

Twitter 101: A Crash Course from Mandi Bateson

Almost every day we hear more about the growth of Twitter. We hear a lot about its growth and its promise – but also, it’s dark side. Back in 2008, I felt that social media was mainstreaming – becoming accepted by what we’d call the early and late majorities. But as this trend continues, we see a huge gap appearing in the skills, capability and experience of...

World PR Forum – Using the Power of Stories to End Global Poverty

With the World Public Relations Forum arriving in Melbourne 18-20 November 2012, there’s bound to be plenty of on and offline conversations around the changing role of communications. But with a theme of “Communication Without Borders” – it appears the organisers are setting a broad agenda. One of the more interesting sessions scheduled for the three day event...

Welcome to the Age of the Social Consumer

Names can be confusing – especially when it comes to that ever shrinking membrane between businesses and their customers. Variously we call them customers, clients, stakeholders and consumers. Sometimes these people – for they are always people – are also our employees, partners, shareholders, suppliers and even executives. The lines have blurred. Let me just...

Here’s to Your Strange Heart

Many, many years ago – back in my early days of social media, I connected with a very strange person. His name is Mike Wagner. He was a boldly creative and generous spirit that leaped at me out of the vast sea of social media chaos. I loved his energy and his thinking. But the thing is … he stood out. We connected. We conversed. And after many years of...

When Your Brand Tells My Story – P&O’s 175th Anniversary

About four years ago I started looking at the future of brands. I wanted to explore in a series of articles what I felt was coming down the track – and to think through the implications from a branding point of view. I decided back then, that there were five key aspects that marketers would need to address: Play – how do we bring a sense of playfulness and...