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behaviour change approach
Behavioural Change

Behavioural Change

Behaviour change approach The need for behavioural change is everywhere. So why is it still so misunderstood by brands? 1977. A year of strong memories for me. Joining in the street party celebrations for the Silver Jubilee. Feeling the heartache of millions at the...

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press release case study
Persistence pays off

Persistence pays off

Press release case study. When your story doesn’t get a bite, repurpose and go again A case study for making low times, high times. What makes a successful press release? It can happen to the best of us. There’s a good story just waiting to be told and you’ve got...

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why is brand purpose important
The perils of purpose

The perils of purpose

When a brand uses purpose for both positioning AND to communicate social good, it often forgets about distinction and differentiation. Very few can pull it off. Patagonia did, IMHO. "Build the best product, cause no unnecessary harm, use business to inspire and...