Deloitte tagged posts

March 15, 2014,  Guru in a Bottle, Marketing practice, Public Relations practice, Thought Leadership  No comments

At the end of last year, a new book by Steve Earl and Stephen Waddington hit the shelves and caused a bit of a stir. Brand Vandals was a polemic about the dangers facing any organisation as it struggles to manage its reputation in the face of determined vandals out to destroy it on social media.

“Media has become a two-way weapon. Nobody can control it. It’s anarchy.”

Assuming you didn’t suffer nervous shock or call the emergency services after reading the first chapter, the book goes on to describe a world where luckless PR managers are fighting an ever losing battle against brand vandalism...

September 12, 2013,  Guru in a Bottle, News  No comments

In the modern world of marketing, it’s less “what you say” and more “what you do” that counts, a theme that runs through my latest book, High Impact Marketing That Gets Results.

This mantra has led organisations and companies to actively use customer collaboration as a marketing strategy.

Think open-source software, smartphone apps and customer reviews on TripAdvisor and Amazon. Consumers today are active – not passive – participants in just about every link of the value chain.

Thinking of consumers not as units of economic value to be unlocked for profit but as ‘fans of brands’ has a lot of mileage.

One of the best examples started long before the age of ...

August 17, 2013,  Guru in a Bottle  No comments

To understand why it’s so critical that women play a key role in building—and rebuilding—economies around the world it’s important to consider the rise of talent as a dominant business issue.

In the digital economy, human capital replaces natural resources as the basis for growth. The businesses and countries that will lead in this century will be the ones that are best able to harness the innovation and creativity of their people. Countries like India, China and Brazil stand to potentially make some of the biggest advances here.

Women are undoubtedly a growing force in the global talent pool...

July 10, 2013,  Guru in a Bottle  No comments

Did you know that women and economic growth is a reality that has played out quietly for centuries to the point now that women globally are a market segment bigger than Facebook?

Yes, really. And large enough to rival China or India. A real, not virtual, economic superpower in their own right, dubbed the ‘Third Billion’ by analysts at Booz & Co.

Whether this reality has taken place in the world’s most advanced economies or those that are beginning to emerge on the world stage, one constant remains – the participation of women in economic activity keeps the world spinning on its axis.

As a result, the influence of women as the world’s most valuable customer segment is ...