Corporate Eye

Archive for May, 2008

In Indiana Jones and The Last Crusade, the fearless archaeologist has to step through a grid of letters in order to reach his goal. If he puts a foot on the wrong letter he’s promised nothing more than a long fall to a hard landing.

Converting business’ existing tools and structures to a more sustainable model is equally fraught with danger. One false move and it’s possible that the existing financial basis to business could … Read the rest

I planned to write a post about “Leadership Branding”. In case you want a short definition here it is, “In other words, a leadership brand occurs when leaders’ knowledge, skills and values focus employee behavior on the factors that target the issues that customers care about,” this is from the book, “Leadership Brand” (Harvard Business School Press, 2007).

As I researched this further, I came upon two annual surveys of “The Best Companies For Leaders” … Read the rest

Think of 1984 and somewhere in between the famine in Ethiopia and Michael Jackson’s hair catching fire, you’re likely to think of George Orwell’s famous dystopian novel.

Part of this is Newspeak, which is characterised by the absence of synonyms or antonyms, meaning that there is only one “authorised” word for any given thing or activity.

1984 is also the year in which R. Edward Freeman published his book “Strategic Management”. It was here that … Read the rest

Last week, I wrote a post called “Creating a Relationship Brand” that discussed what a relationship brand is and how creating a relationship brand can bring great rewards in the long term. Today, I’d like to talk about the steps marketers can take to turn their brands into relationship brands.

First as a reminder, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience … Read the rest