“Cultural Strategy” by Holt & Cameron [link here] has been around for more than 10 years. And it is still one of the best works proving how a cultural approach to brand strategy leads to blue-ocean innovations. Some businesses strive to close the loop between culture and branding. Managers...
A Pinch of Salt
This section features personal reflections, comments, insights, and any other content that adds a pinch of salt to the understanding of business.
A compelling piece (“This morning Twitter kissed culture hard on the mouth”)by Grant McCracken [link here] about the state of culture in business. […] we have all struggled to put the culture idea on the agenda. People give it lip service, but when it comes to hiring people to supply cultural...
Culture is often overlooked, but is a critical foundation in a distinctively customer-centric organization: an organization where all employees collectively and individually prioritize customer needs in everything that they do every day. (Mc Kinsey’ Service Operations Practice) A great read from McKinsey [link here], finally clarifying that excellent customer...
How can companies start developing cultural awareness about their markets and customers? Let me share first a personal story. At the conclusion of my Ph.D. studies in Japan, I was asked to represent my cohort at the university graduation ceremony. I had spent there five years as the only...
What do Diderot and Moira Rose have in common? What about Rihanna, and the 15th President of USA James Buchanan? An interesting dressed appearance, for a start… I have given a talk to the MA students in Luxury Jewelry Management, Birmingham City University. Such a great opportunity to share...
When approaching heritage storytelling, marketers tend to focus on the heritage part, directing their attention to mining the past of their brand/company in search for content. As the term storytelling points out, however, this is a communicative act. We need to consider the communication context, the channels we share...
Math is not meaning. And human beings are complex. A great piece by Rishad Tobaccowala [link here] about Big Data and interpretation.
Next 10thDecember I will be speaking at the virtual symposium “In Pursuit of Luxury: What Next?”, organized by the University of Hertfordshire −School of Creative Arts in collaboration with Intellect Publishing. I will reflect on the research Prof. Simon O’Leary and I published on the “Journal of Design Business...
With the latest pandemic, empathy has entered the business vocabulary becoming one of the mantra in corporate management. In an interview on Strategy+Business [link here] Stanford Professor and author of “The War for Kindness” Jamil Zaki profiles the benefits of empathy for both societies and business organizations. One of my favorite...
Find [here] the link to the MCH Global Report on “Future Trends: Learning from Luxury Insights”. The report is written by Luc Benyon and features examples of good practice in luxury marketing that can be effectively implemented in other industries as well. What can luxury teach to other sectors?...