the ethics of mediocrity

During a recent breakfast, a colleague told me that he admired my war on mediocrity. As much as I despise mediocrity, I had never considered myself at war with this all too common trait in 21st century Australia. Then when I realised that he was right, I am at war with mediocrity, I was given […]

During a recent breakfast, a colleague told me that he admired my war on mediocrity. As much as I despise mediocrity, I had never considered myself at war with this all too common trait in 21st century Australia. Then when I realised that he was right, I am at war with mediocrity, I was given to ask myself why? Why do I see being mediocre a problem and why would I want to be at war with it? I realised that I despise mediocrity for two reasons. First and foremost, I despise mediocrity it is unethical. I realised that I was at war with it because I believe we should all strive to be the best we can be, and have an ethical responsibility to do just that. No matter what it is we do; no matter whom we are; no matter what we want to be; we all have…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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