Weak Links #2: brands, holocaust, art, apologies

“Weak Links?”

In 1973 Stanford Professor Mark Granovetter’s “the strength of weak ties” argued that weak links, between people with different opinions, help new and unfamiliar ideas spread.

Strong ties bind friends and families. They encourage group think and build echo chambers. They deter people from thinking broadly, or seeing other perspectives. Strong ties lock you in.

Weak links, though, between different sorts of people, with different attitudes allow ideas to flow. They encourage diverse opinions and new ways of thinking. New ideas grow and spread through weak links.

Weak links encourage people to think differently. To sympathise, explore, innovate and imagine.

We hope you enjoy these weak links, even if they do not entirely reflect your own views, or ours.

We’d love to know what you think.

Guy Corbet and James Boyd-Wallis, Fourteen Forty

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In this edition

Brands need consistency to meet the test of time

We talk to Zoe Fenn, director at global insight and brand consultancy Flamingo, about how brands need to adapt to stay ahead.

Giving new life to old words

Julie Kangisser of Think Communications, a social purpose communications consultancy, gives her personal experience of the challenges in ensuring we remember the Holocaust.

The art of communication

Victoria Tate of Arterial, an art consultancy for business and workplaces, talks about the value of art in the office.


Saying sorry can be a good business decision

Guy Corbet, Fourteen Forty associate, discusses why a poorly handled first response can make a crisis even worse, and the campaign to clarify apology law

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