McDonalds franchisees write a letter to corporate asking for a “southern-style chicken sandwich” to compete with, ahem, Chick fil A. Popeye’s Fried Chicken launches a competitor and pokes the market leader on Twitter, attempting to start a social media flare-up that can only result in more awareness of their new offering. Wendy’s weighs in, suggesting […]
The Business Roundtable’s Almost Sensible Statement on the New Purpose for the Corporation
The Business Roundtable’s recent pronouncement that they’ve changed their stance on “the purpose of the corporation” – from maximizing shareholder equity to something more akin to recognizing the broad array of stakeholder interests, from employees to the environment to communities – has quickly made the rounds, with both kudos and catcalls coming from different places. […]
Cycles and Changes: Why and When You Need to Bring a Smart Macro Trend Framework to Your Business
Why – and when – do you bring macro trend research into play for your business? The answer is simple: you bring trend research in when you’re in a cycle that needs big picture input or when something important has changed and you need a broader worldview to deal with the ramifications. I’ve spoken to […]
Brand Values vs. Brand Militancy: A Short Series of Cautionary Tales
ESPN made a mistake. In believing that the network stood for something far bigger than sports reporting, it decided that its real role in American culture was political militancy. It paid a heavy price for this misstep, losing 15 million subscribers over a period of 8 years. Now, with its brand and finances in tatters, […]
Note to CMO: You Can’t Win Like Trump. But You Can Tap the Same Global Macro Trends that Put Him in the White House
Dear CMO: Before we even start, the answer is no. You’re not any more Donald Trump than you were Barack Obama. They’re both unique individuals in a particular space and time in history. So in the spirit of making this a valuable learning experience, do not attempt to shoe-horn yourself into “The 5 Leadership Lessons […]
Open Offices Are Losing Some of Their Openness
It’s all about FOCUS (in the US, at least)… 2 to 1 preference in general population among knowledge workers and almost 3 to 1 with senior managers. The French? Collaboration trumps focus. China wants fresh perspectives on complex problems more than focus. One size never fits all!
The Rise of Info-Immersives: New Trends and Insights Into Technology’s Impact on Global Culture from 13,000+ Interviews in 12 Countries
Technology has emerged as the single most profound cultural driver in the world today. This emphasis on “culture” is meaningful, too. Where it once was an entertainment medium emerging into a productivity ecosystem, technology now surrounds us. We’re immersed in it, both actively and passively. This cultural shift has significant implications for brands struggling to […]