This blog is based on a short quote which the Financial Times was kind enough to include in “Boeing criticised for not acting faster“.
Boeing appeared to be trying to win the wrong argument.
Having watched the dominoes fall around the world, as successive countries decided to ground the Boeing 737 Max, the US finally followed suit. Two crashes months apart were enough.
Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible.
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.
By Suzy Christopher, Charity and Community Director, BT
I’d like to think that most people reading this could name at least one sporting initiative from recent years that has set out to get more people involved in sport at a grassroots level. From Sport England’s #ThisGirlCan campaign, which got 1.6 million women exercising, to the recent Sport Relief campaign, which asked the whole nation to participate in a Billion Step Challenge, it’s a widely held belief that sport has the power to change lives.
By Gary Turner, managing director, Xero, the online platform for small businesses and their advisors, and Fourteen Forty client
Very often small firms do not need external investment to grow. They need working capital. That was one of the key messages that came out of a stakeholder and media event that we recently held to launch Xero Small Business Insights.
By Guy Corbet, Fourteen Forty
The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.
You’ve had this conversation before.
Maybe over supper with friends, your family or a colleague at work.
You’ll make the case for business and free enterprise more broadly. Companies support 82% of all employment in this country. They provide the taxes that essential public services depend on, you’ll add.
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.
By Guy Corbet
The Apology Clause campaign has been set up to make it easier for businesses to behave with compassion when things go wrong, and to help victims have better recoveries.
That is because too often, when it feels like a business should say sorry, it does not. This may be to a customer who has been let down, or someone who might have had a right to expect better than they received.
We talk to Zoe Fenn, director at Flamingo, the global insight and brand consultancy, about how brands need to adapt to stay ahead.
Q: Zoe, there’s been a lot of talk around the death of the brand, do you think this holds water?
Zoe Fenn: Not at all. Of course, some of the really big brands that have been around for a long time will fade. So will many of the new ones.
It’s always been that way. The brand graveyard always gets bigger. But that’s different to the death of the brand.
