26 03, 2020

Corporate Branding: Soft Power that Emotionally Persuades

"Soft power is not merely the same as influence. It is also the ability to attract. A country may obtain the outcomes it wants in world politics because other countries admire its values, emulate its example, aspire to its level of prosperity and openness. This soft power—getting others to want the outcomes that you want—co-opts [...]

18 03, 2020

Brand Strategy 2020: Building Strong Brands in a World of Constant Change

"I had been told from school onwards that the best definition of a human being was man the tool-maker – yet I had just watched a chimp tool-maker in action. I remember that day as vividly as if it was yesterday." -Dr. Jane Goodall Changing World Challenges Brand Power Brands are intellectual [...]

27 01, 2017

Thinking About Your Future Creates Your Present: Branding and Future Mindedness

Marty Seligman is one of my heroes. He is the father of Positive Psychology. The man who dared to bring scientific evidence to define and validate the power of optimism and gratitude in achieving positive change. Recently, Seligman and colleagues published new work on the power of future mindedness. One premise is that the futures [...]