THE NEW WORLD OF BRAND VALUES

I’ve been spending time recently thinking about the brands of the future and what they’ll look like. This has been helped by a recent survey.

The Times of October 15th published the Populus/YouGov list of the most influential brands. I’ve compared 2007 and today to see what’s changed in the “top ten”.

2010	2007
Apple	Google
Google	Apple
John Lewis	Tesco
Amazon	John Lewis
Facebook	Microsoft
Microsoft	Virgin
Innocent	M&S
Co-op Group	Goldman Sachs
Co-op Bank	McKinsey
Twitter	BSkyB

In 2007 we were in the Vienna days of those good times before the economic war, so the reputational demise of Goldman Sachs and McKinsey since then isn’t so surprising. Virgin, M&S and Tesco are perhaps punished for their failure to keep up with the way people see the times and Microsoft and Tesco, I suspect, for being so big and bullying. But apart from John Lewis and the Co-op the “go-go” brands are young, all post war creations. Ten years ago half of them would have been establishment brands like Coca-Cola, Cadbury and Ford.

The big news is from the “we stand for an attitude to life and employees – employees always coming first” – John Lewis and the Co-op. Look at the Innocent website and you’ll see that they live in this same world of celebrating its employee/partners and its ethics (yes – good for them – they actually use that word).

The somewhat unworldly Co-op evoking as it has done a patronisingly sniffy “room-for-improvement” response from many marketers proves the power of staying true to principles and putting substance before style.

So welcome to real and sustainable brand values if you want to be taken seriously and maybe great product values too.

WOMEN ON MY MIND

Women….can’t stop thinking about them…and that might not be so bad a thing nor even so unusual one but the thoughts about women fizzed dramatically into life for me three or four times during the week.

In reverse order – I met a 24 year old manager of a design group in London doing terrific work and feeling her way into the job with appealing modesty. She will be amazing in two years and is merely very impressive now.

Then, lunch with two women of power and a vast sense of curiosity and the endless desire to ask “why?” and to mean it. So you have to stay on your mettle because you are being asked to give their questions your genuinely best shot not because you’re joined in a male debating combat where he who blinks first loses.

And finally, a conference at Mercers in Tower Place. 100 very powerful women and about 8 not so powerful men. I was impressed by the observations of Margaret Hefferman (author of “The Naked Truth” and “Women on Top”) who’d researched successful female entrepreneurs in the States. And their success, she said,  was owing to a series of factors:-

1. The motivation amongst these women was huge – far greater than their male equivalents – and they mainly wanted to create great companies that lasted not just create great wealth.
2. Their sense of zeitgeist was profound…they noticed “gaps in markets…noticed…yes, that’s what women do, they notice things.
3. They had an irrational love of their customers whom they really seemed to regard as being part of the family.
4. They surrounded themselves with advisors and smart, interesting people who kept them alive, alert and on track.
5. They had plans and to a person said wryly “but no-one really expects things to turn out that way”.

There was more but that will do for now….great stuff.

This is not about glass ceilings or feminism or Girl-Power…it’s about balance. About all this female right brain power battling with all that male left brain power.

As someone said to me during my troubled week….”how about finding a way of using the whole human brain for once?”

LOOK UP AT A BRAVE NEW WORLD

I’ve had three things on my mind in the last week:-

1. The richness of sights and thoughts that happen when you look up rather than down
2. The appeal of personal simplification enjoyed by Generation Zero
3. The madness of the “cuts masochism”

First of all, “looking up” which in a care-worn world too few of us do. Look up and the see the wonders of London like the amazing sculpture of Elizabeth 1 at St Dunstans in Fleet Street. It survived the Great Fire in Ludgate Circus and was moved here in 1760. Apparently it’s the only sculpture of her that was done in her lifetime. So given my refrain about creativity being enhanced by our having an acuity of observation, start looking up and looking around.

Secondly, after Generation Y we now have Generation Zero according to the Times. These “zero” guys keep all their worldly possessions in one suitcase and everything they know on a laptop (and in their brain) and all they want to read, no doubt, on a Kindle. Their life and contacts are on Facebook and the other social network sites. No office. No ties. No mortgage. No need to shop. An invitation to Brazil is suddenly so easy to say “yes” to. They are global citizens with little to screw up their minds.

Finally that 29% cut in the arts budget. “Inevitable”, we winced. “Necessary”, we squirmed. Meanwhile in France they managed a budget increase of 2% to their arts budget raising it to £6.4 billion whereas our budget is just £400 million. What the hell is going on? Can the French be thinking more clearly than we are?

 

This is all about priorities.

 

Priorities about what we look out for – like Commissario Brunelli in Donna Leon’s novels about Venice who spends his days looking for the next discovery in the architecture of the city.

 

Priorities about what we need. In other words it’s about reducing our dependence on “stuff”.

 

And priorities about what really, really matters in our lives. It’s about real cuts not about symbolic ones.

 

Have a great week and see if anything changes in your life by looking up, simplifying and prioritising.

Together

That’s how we are “in it” according to George Osborne and the government. … ”together”. And, no, this isn’t going to be a cynical disavowal of partnership…quite the reverse. Because, for once, I agree with the government.


Amy Williams, skeleton gold medallist in the winter Olympics talks about “we” the whole time. Hers is very much an individual effort but crucially underpinned and inspired by her team of advisors.

In a complex and dangerous world make sure you travel in convoy because pioneers get scalped.

Yet many people on business and in life prefer to go it alone…

“No I’m not really lost and I will not, no, I will not ask someone the way….I’ll work it out myself”.

Working it out yourself is daft and unnecessary when good dispassionate advice can sometimes save you from unnecessary embarrassment – take the wretched naked Emperor who was conned into believing he was wearing fine clothes.

I’d argue that the need for cryptic, experienced mentoring has never been greater. NLP expert Daryll Scott says unequivocally that it’s the cheapest and most effective thing any executive should seek today.

Experience counts.

Live through six recessions, live through the strikes and economic chaos of the 70s, live through the Thatcher years and the dotcom bust and come up smiling, battle hardened and very philosophical and you might just be worth listening to…

I’m constantly being asked for directions – it’s my age dear – but I’m reminded of a cat we had when I was very young, unadventurously named Pussy (creativity came late to the Hall household), of whom I was very fond saying, I’m told, “I like that cat. He knows where he’s going”.

It’s time to know where you are going and, if you aren’t sure, get help. Get a mentor.

AND NOW FOR SOMETHING COMPLETELY DIFFERENT...........

This is the work of a 17 year old Singaporean, Leon Yuchin-Lau. Imagine what he’ll be like at 50 if he avoids being murdered by jealous rivals:-


If a boy must wonder

If a boy must wonder

Let him recall

Not the lightning grace of falcons,

The dizzying aeronautics, Darwin’s finch,

The voyage of the ancients

Who saw further, with their charts and sails

And bubbly telescopic minds

Brought ashore hope

To lift

A charioting god to the moon,

But how

Even a rogue dream of stars

Once birthed the possibility of flight.


The art of creativity which lies at the heart of business today (or should do) lies in making connections, in looking at an object and wondering “what if?” It lies in change. It lies in being like children at play and the stories they create. It lies in questions and “rogue dreams”.

Most of all it lies in our ”bubbly telescopic minds” – the ability to look further and to magnify and to feel that surge of approaching new worlds – of keenly wanting to know the unknown.


I really think the most exciting thing in the whole world is a white sheet of paper, a sharp pencil…and that sense of questioning and of potential to “birth possibilities”.

Get bubbling…..

THERE ARE SOME THINGS YOU DON'T LEARN FROM AN MBA

Funny week.

Started by hearing Mike Geoghagan (outgoing CEO of HSBC) talking about global markets and especially about CIVETS (Chile; Indonesia; Vietnam; Egypt; Turkey; South Africa). Turkey was much on his mind. Crucial for the EU – he said – vast opportunity.

Turkey, I confess, had not been much on my mind.

Until Friday.

That was when I read an interview in the Financial Times with Suzan Sabanci Dinçer Chairman of Akbank, Turkey’s largest bank and indeed largest company.

The sooner we work more closely with talent like this the better…..

What makes a good banker (or leader, or executive of anything – I’ve added these…)?
“Confidence, the ability to look over the next hill and to think on your feet”
Fantastic, and it gets better…

Your golden rule?
“Leave things better than they are”

And your attitude to money…it’s ridiculous, she says to “poo-poo” it but
“Money gets things done: bling is a waste of time”.

She’s impatient, doesn’t suffer fools, and loves her door which can control her life – “something to close”.

I am smitten by two things here. Her straightforward English – not a piece of MBA jargon in sight and by her attitude to life.

Bring on the Turks – the EU needs you.

BRINGING ATHLETIC VALUES TO WORK

For a long time now I have been a sceptic about the value of using sport as a guide to success in business. Talks on how javelin throwing can help you gain market share have always seemed to me to miss the mark.

But I’m changing my mind after last week.

I went to a conference called “Ahead of the Games” at the Royal College of Physicians in Regents Park to hear a cluster of past Olympic medal winners tell their stories.

And something happened to me; it wasn’t, you see, just what they said but what lay behind their talks and the uniformly clean, enthusiastic positivism of their delivery and attitude to life that suddenly got to me. I became not just a believer in the Olympics but in this simple professional approach to life. There were no spurious words about market forces or external factors. This was simply you against them.

Three things particularly stuck in my brain (although if you want my list of all 20 top tips just e-mail me at richard@hallogram.freeserve.co.uk )

1. On marketing – here’s what I jotted down as they were talking “The Olympic buzz is a virus – think of how to create a marketing buzz in your business – create a build up: a sense that something’s going to happen; use real people to talk about it; make the event itself extraordinary; worry about how to exceed expectation and then how to leave a legacy of new talent.” Stop using military metaphors in marketing and start using medical ones. How to create a pandemic for your brand – that’s the marketing man’s real job….spreading the bug.
    
2. On the big performance – be that the race or, say, a business presentation….one chance…one contest…one winner….or as someone said “it’s sometimes not so much winning a bronze as losing a gold”. They all talk about proper preparation, about smiling at the start and reflecting “I’ve done all I can”. If Olympic athletes were as prepared to busk as most business people seem to be we’d never win anything. Robustly thorough preparation is everything.
3. On success – top athletes all surround themselves with good advisors on diet, on positive thinking, on aches and pains, on technique because the difference between success and failure is the small % point improvement such help can give. And all, literally all, talk about WE not I – “we met every week over four years”: “we talked about it”; “we discovered a better way”; “we ran…” Compared with the value of achieving success, good mentoring and coaching is really cheap. Not to be mentored is one sign of career damaging egotism.

This event taught me more about business than I’d expected as well as inspiring me hugely. The Olympics is coming. It’s going to be great. And if business in Britain is half as professional as the builders of the event itself and athletes competing in it then the next good times are just around the corner.