Research-based insights that help clients make important decisions. Specialists in corporate reputation auditing and value proposition design based on ‘jobs to be done’ insight.

Don’t Confuse Building The Brand With Building Reputation

November 15th, 2021

While proponents of brand marketing have more recently aimed to incorporate ideas like purpose, brand marketing is essentially a customer or buyer-focused construct at its core. At its heart, effective marketing is like the movie industry, built on illusion. It is about creating stories that are grander than reality. Unfortunately, these stories don’t always sit […] Read More

Brand & Marketing Thinking vs Reputation Thinking

September 9th, 2021

COMPANIES NEED TO UNTHINK MARKETING AND BRAND THINKING AND THINK REPUTATION There are fundamental differences in brand and marketing thinking and reputation thinking, and this is where organisations can come unstuck if they drive reputation from the tandem of brand and marketing.  Endemic to marketing is to prioritisation of sales and profits with gut feel […] Read More

The Jobs to Be Done Innovation and the Getting of Wisdom

August 26th, 2021

People hire products/services to do a job as they struggle to progress in their lives and herein lies the opportunity to disrupt established markets and build exciting new value propositions (Clayton Christensen et al.). As a research practitioner digging for the best articulation of a Jobs to Be Done insight, I too have struggled at […] Read More