11 Rules for Creating Value in the Social Era
Alongside technical tools, we need ways of defining and explaining social norms and expectations about contribution and value sharing. We need collective mechanisms for decision-making about shared assets, that make people feel heard while recognising the limitations, constraints and realities of their maintenance. We need people and organisations ... See more
Creative Communities
This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
