Wild Thinking: 25 Unconventional Ideas to Grow your Brand and your Business
- 4h 24m
- Nick Liddell, Richard Buchanan
- Kogan Page
- 2019
Who is McLaren's greatest nemesis?
What disappoints Ocado about their competitors?
What wakes Google up at 4am?
Why does Wimbledon sweat the small stuff?
Wild Thinking will provide readers with the confidence to run their business differently, through unique access to thinking from the most original organizations in business today.
The most successful businesses in the world are singular in their goals, yet they express them in many different and creative ways, allowing them to own a space that's distinctly theirs. This book provides access to previously untold stories of how brand leaders at some of the most interesting global businesses solve their biggest challenges.
Including interviews with Google, Ocado, McLaren, Comic Relief, V&A, National Trust, Dropbox and more, each chapter of Wild Thinking explores a different question about life and work, ending with a single-minded point of view to help you consider your business from a new perspective.
It's hard to keep up and stand out in constantly growing and changing markets. To succeed you need absolute clarity about what your brand and business offers; it's time to break the rules.
About the Authors
Nick Liddell is Director of Consultancy for award-winning brand consultancy The Clearing. He helps clients grow their brands by developing clear and compelling strategy, and has worked with some of the world's brightest and best - from Prada and Eurostar to McLaren, Wimbledon and Amex. He's a published author, frequent event speaker and regular contributor to marketing, brand and business titles.
Richard Buchanan is Managing Director and a founding partner of The Clearing, voted the UK's best branding consultancy at The Drum's Network Awards 2016. Working with global brands such as McLaren, Fitness First, Wimbledon and Ocado. Together with The Clearing, he has won more than thirty industry awards.
In this Book
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Who or What is your Brand's Nemesis?
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What Wakes your Brand Up at 4am?
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Is your Role to Make People Want Things or Make Things People Want?
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You can Choose Between Having a Great Culture and A Brilliant Strategy.: Which do you Opt for?
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What Role Does Kindness Play in your Work?
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What's the Most Offensive Word in the World in Relation to your Brand?
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What Kind of Higher Human Need is your Brand Responding to?: Friendship? Belonging? Calm? Confidence? Love?
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Outside the World of Business, Where do you Look for Inspiration?
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What Could you Eliminate from your Business Today that you Suspect No One Would Miss?
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Is it More Important for your Business to be Reliable or Innovative?
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What Would be Worse: Customers not Taking your Brand Seriously or Finding you Boring?
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Do your Colleagues See your Brand the Same Way as your Customers?
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Which of Your Brand's Flaws Have you Learned to Ignore?
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Should Parents Give Children what they Need or what they Want?: Does the Same Logic Apply When it Comes to Giving your Customers What they Ask For?
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If your Brand Took a Lie Detector Test, the Most Nerve-Racking Question Would Be …
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What Does the Word 'Quality' Mean in the Context of your Brand? Would your Competitors Define it Differently?
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You are Called in to Perform a Pre-Mortem On your Brand.: You Predict the Cause of Death will Come From…
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How Often Do you Embark on Projects Where you Feel Real Anxiety and Uncertainty About the Outcome?
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What Disappoints you Most About your Competitors?
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What Do Customers Mistakenly Believe About your Industry?: What can you Do to Change that?
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Which Other Businesses are you Secretly A Little Bit Jealous Of?
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Does your Team Operate Like an Orchestra or an Improvisational Jazz Band?
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You are at a Party and Overhear Someone Denigrating Marketing as No Better than Exploitation.: How do you Feel?
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What's the Smallest Detail you can Think of that Makes the Biggest Difference to How your Brand is Perceived?
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Do you Have Enough Fun at Work?
