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customer experience
Shaun Smith
  • By Shaun Smith
  • Sep 25 2015

If Jeremy Corbyn was a brand…

Reflections on brand purpose

For more than a decade we’ve had the pleasure of working closely with brand leaders. We’ve seen lightbulbs come on in the minds of CEOs who understand how powerful their brand could be if they put ‘purpose’ at the heart of their DNA. And in our book On Purpose being released next month, Andy Milligan and I share the three key components of implementing a brand purpose successfully. Stand up, stand out, stand firm.

Yesterday, I presented our research findings and the principles for the first time at the London Business Forum. As I prepared for this speech and reflected on how brands can lose sight of their true purpose and become driven by short-term results - VW for example - I began to think of the current political landscape in the UK. Now we are brand experience experts rather than political commentators but in a way, political parties are brands; they should have a purpose, they need to be positioned with clarity, they have a target market and they are competing for customers.

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Tim Wade
  • By Tim Wade
  • Sep 21 2015

Authenticity: The Great Charade

How to settle for more than just a new logo

Buzzwords are to marketing what kebabs are to a drunk. We can’t get enough of them. Now I can’t deny I’ve used my fair share of buzzwords, and I’ve eaten my fair share of kebabs too. Buzzwords in and of themselves, aren’t evil. In fact, some words are essential to convey a new direction for the market. These are usually the words that stick around too, even when the landscape of the market changes. There are some phrases however that need to be axed from all business vocabulary, and it would give me great pleasure to list them; but perhaps in another blog.

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Shaun Smith
  • By Shaun Smith
  • Sep 11 2015

Just how powerful is your purpose?

"When organisational purpose and personal purpose intersect, you get a very powerful force for change for good"*

Within hours, over 100,000 UK citizens had signed the government e-petition to request David Cameron to increase the UK intake of refugees fleeing war-torn homelands. This petition was more than just an emotional response to the compelling media images; it was a clear sign of a united purpose amongst a mass of strangers. And when a collective force has such a common purpose, action usually follows. Within days of the petition passing the 100,000 mark, the prime minister signalled a new direction.

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