Employee brand is the perception that current and prospective employees hold about what it is actually like to work for your organisation. It is shaped less by what you publish on a careers page and more by what people say to each other, in Slack channels, on Glassdoor, and over dinner. Most organisations treat it…
Customer value management is the discipline of understanding, measuring, and growing the economic value your customers generate over time, then using that understanding to make sharper decisions about acquisition, retention, and resource allocation. Done well, it shifts marketing from a cost centre focused on volume to a function that actively manages one of the most…
Improving employer branding is not a campaign problem. It is a credibility problem. The organisations that do it well are the ones that start with an honest audit of what they can genuinely say about working there, then build outward from that foundation rather than from a wishlist. The tactics matter less than most people…
Employer brand research companies offer dedicated methodologies, sector benchmarks, and specialist analyst teams that traditional market research firms rarely match. The trade-off is cost, context, and the question of whether a specialist firm actually understands your business well enough to make the findings useful. The honest answer is that neither approach is categorically better. What…
Brands associated with performance and integrity occupy a specific and commercially valuable position: they are trusted to deliver, and trusted to behave well while doing it. That combination is rarer than most brand strategies acknowledge, and harder to sustain than most brand teams plan for. Performance without integrity tends to erode over time. Integrity without…
UGC content in advertising strategies for big brands works when it is treated as a media format, not a content shortcut. The brands seeing real returns from user-generated content in paid channels are not simply repurposing social posts. They are building systematic production pipelines, testing creative variables at scale, and using UGC to solve specific…
Brand health research is the practice of measuring how a brand is perceived, remembered, and preferred by its target audience over time. Done well, it gives you a diagnostic view of where your brand stands commercially, not just emotionally, and it tells you whether your marketing investment is building something durable or just generating short-term…
Lego’s company strategy is one of the most studied turnarounds in modern business history. The company nearly went bankrupt in the early 2000s, having overextended into theme parks, clothing, and electronics, before pulling back, refocusing on its core product, and rebuilding into one of the most profitable toy companies on the planet. What makes Lego…
Employer branding steps, when executed in the right sequence, do one specific thing: they reduce the cost and time it takes to hire the right people, while improving retention once those people are in the door. Most organisations skip the sequencing entirely, which is why their employer brand ends up as a careers page refresh…
A brand alliance is a strategic arrangement in which two or more brands collaborate to create mutual commercial benefit, typically by sharing equity, audiences, or distribution in ways that neither could achieve as efficiently alone. Done well, it accelerates trust, extends reach, and opens markets that would otherwise take years to build into. Done poorly,…
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