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The Value Exchange Creation Game
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A card game to help you evaluate the strength of brand in meeting the needs of participants. The game poses the questions: What would it take for your brand to be loved for the next three years by participants? How could your company be run to deliver all these "loves"?
Contributor: Chris Macrae
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Brand Magnetics
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Creating the brand as an organisation magnet for customers, employees and shareholders. Aligning their values to achieve common purpose, energy and alignment. Implication for brands is that their design starts from this point, rather than external identity which then seeks internal life.
Contributor: Peter Fisk
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Towards an audit of intangibles worthy of human inspiration
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Discussion of how in the 21st century intangibles - the ability to maintain relationships, attribute value, evaluate impacts, harness dynamics between individuals - will count most in an organisation's capability.
Contributor: Chris Macrae
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The evolution of brand in China
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Six stages in delivering the brand promise. An example from China.
Contributor: Chris Macrae
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Questions around brand leaders
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Explores who can be a brand leader and what expectations we have of a relationship with a brand leader.
Contributor: Chris Macrae
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Online access to tools for living the brand
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A range of brand tools to ensure employees have knowledge of the brand.
Contributor: Chris Macrae
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A thirst for brand knowledge
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A conversation about making the brand real for employees - instead of relying on the magic stimulus of "values" why not install a brand hot desk to resolve learning gaps?
Contributor: Chris Macrae
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A conversation on employee passion for brand
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A web-based conversation about how to make staff genuinely passionate about the brand exploring many thoughts from win-win, to basic motivations, to NLP (Neuro Linguistic Programming), to opt-in opt-out, to myths and stories.
Contributor: Chris Macrae
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Brand Religion in conversation with Janine Hofmeyer
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Contributor: Chris Macrae
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