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Upheavals - a blog about brand and strategy | Mark Di Somma
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Marketing

Upheavals - a blog about brand and strategy | Mark Di Somma - Marketing

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Upheavals - a blog about brand and strategy | Mark Di Somma

14.05.2025

From brand culture to brand delivery community - The Audacity Group

Increasingly, organisations with devolved workforces are going to shift from being a brand culture to working as a brand delivery community.

Upheavals - a blog about brand and strategy | Mark Di Somma

14.05.2025

What defines a brand culture? - The Audacity Group

What defines a brand culture? Brand culture sets out to give people a principled way of working together to deliver the brand strategy.

Upheavals - a blog about brand and strategy | Mark Di Somma

14.05.2025

Motivation: Step 4 in activating a purposeful culture - The Audacity Group

Motivation is a key deliverable for activating a purposeful culture. Getting it right requires a systematic and ongoing commitment.

Upheavals - a blog about brand and strategy | Mark Di Somma

14.05.2025

Brand culture vs company culture: What's the difference? - The Audacity Group

There is a lot of debate about brand culture vs company culture. Here, we explain the differences but also why they should work together.

Upheavals - a blog about brand and strategy | Mark Di Somma

14.05.2025

Articulation: Step 5 in communicating a purposeful culture - The Audacity Group

A brand culture that is serious about what it intends must pay careful attention to communicating a purposeful culture.

Upheavals - a blog about brand and strategy | Mark Di Somma

10.05.2025

Understanding brand storytelling - The Audacity Group

Understanding brand storytelling is crucial to elevating a brand from a product or service to the embodiment of a powerful idea.

Upheavals - a blog about brand and strategy | Mark Di Somma

02.05.2025

What defines a brand culture? - The Audacity Group

What defines a brand culture? Brand culture sets out to give people a principled way of working together to deliver the brand strategy.

Upheavals - a blog about brand and strategy | Mark Di Somma

27.04.2025

What makes for a successful brand strategy? - The Audacity Group

A successful brand strategy considers a wide range of factors to help you identify the best future for your brand in your marketplace.

Upheavals - a blog about brand and strategy | Mark Di Somma

25.02.2025

Articulation: Step 5 in communicating a purposeful culture - The Audacity Group

A brand culture that is serious about what it intends must pay careful attention to communicating a purposeful culture.

Upheavals - a blog about brand and strategy | Mark Di Somma

26.01.2025

From brand culture to brand delivery community - The Audacity Group

Increasingly, organisations with devolved workforces are going to shift from being a brand culture to working as a brand delivery community.

Upheavals - a blog about brand and strategy | Mark Di Somma

22.01.2025

15 success elements to include on your Brand Report Card - The Audacity Group

A Brand Report Card help you assess whether you can have confidence in your brand, or whether there is more work needed to make that happen.

Upheavals - a blog about brand and strategy | Mark Di Somma

20.11.2024

Proving brand effectiveness: Five success criteria for brands - The Audacity Group

Here are five success criteria for brands that brand leaders can use to judge progress over time and to articulate brand effectiveness.

Upheavals - a blog about brand and strategy | Mark Di Somma

05.11.2024

Telling your whole brand story - The Audacity Group

Telling your whole brand story actually requires thinking through how to construct and link a series of stories, all told in different ways.

Upheavals - a blog about brand and strategy | Mark Di Somma

24.10.2024

Motivation: Step 4 in activating a purposeful culture - The Audacity Group

Motivation is a key deliverable for activating a purposeful culture. Getting it right requires a systematic and ongoing commitment.

Upheavals - a blog about brand and strategy | Mark Di Somma

21.10.2024

How to develop a brand positioning strategy - The Audacity Group

This detailed guide to how to develop a brand positioning strategy sets out 10 steps we take when establishing where you are best positioned.

Upheavals - a blog about brand and strategy | Mark Di Somma

13.10.2024

Great brand storytelling is all about structuring your storylines - The Audacity Group

Structuring your storylines as a brand is all about interest and momentum. Here we give 10 examples of storylines using one overall structure

Upheavals - a blog about brand and strategy | Mark Di Somma

13.10.2024

Setting timeframes for your strategy - The Audacity Group

Choosing the timeframe within which you evaluate success is a critical decision. Our T-model lets you set timeframes for your strategy.

Upheavals - a blog about brand and strategy | Mark Di Somma

12.10.2024

Take the time to make the most of your brand story - The Audacity Group

It's important to take the time to make the most of your brand story. In this article, we present a range of options to help you do that.

Upheavals - a blog about brand and strategy | Mark Di Somma

12.10.2024

How to develop, lock in and apply powerful brand values - The Audacity Group

Powerful brand values define what’s expected within a brand culture to clearly deliver the strategy. They also come with trade-offs.

Upheavals - a blog about brand and strategy | Mark Di Somma

11.10.2024

Set your brand's strategic direction with these three decisions - The Audacity Group

Set your brand's strategic direction by choosing your key driver, the nature of your strategy and the scope of your activities.

Upheavals - a blog about brand and strategy | Mark Di Somma

11.10.2024

8 questions to test your brand culture principles - The Audacity Group

These eight "What gets ...?" questions are a simple way to test your organisation's commitment to your brand culture principles.

Upheavals - a blog about brand and strategy | Mark Di Somma

10.10.2024

Become an Articulate Company - The Audacity Group

Articulate companies stand out because they sustain stimulating conversations. Follow our eight steps to become an Articulate Company.

Upheavals - a blog about brand and strategy | Mark Di Somma

10.10.2024

Aligning your strategy and your principled culture - The Audacity Group

Instead of separating strategy and culture, our approach focuses on aligning your strategy and your Principled Culture to work together.

Upheavals - a blog about brand and strategy | Mark Di Somma

09.10.2024

A Brand Change Response Framework for leaders facing change - The Audacity Group

Our Brand Change Response Framework is intended to help busy brand leaders form clear responses to the changes affecting brand performance

Upheavals - a blog about brand and strategy | Mark Di Somma

08.10.2024

How to turn your brand into a storyworld - The Audacity Group

A storyworld is our name for an expanded story environment which a brand inhabits. It’s also known as a narrative universe or a metaverse.

Upheavals - a blog about brand and strategy | Mark Di Somma

05.10.2024

How do you measure effectiveness in a principled culture? - The Audacity Group

Five living deliverables act as the ongoing basis for how to measure effectiveness in a principled culture.

Upheavals - a blog about brand and strategy | Mark Di Somma

01.10.2024

How to decide if you need a brand strategy - The Audacity Group

A guide for companies that are still deciding whether they need a brand strategy, including six examples of when a brand strategy adds value.

Upheavals - a blog about brand and strategy | Mark Di Somma

01.10.2024

Your guide to a successful brand language audit - The Audacity Group

This long guide to undertaking a brand language audit sets out everything you need to know when you're evaluating the state of your language.

Upheavals - a blog about brand and strategy | Mark Di Somma

28.09.2024

What does it take to be a brand storyteller? - The Audacity Group

Every brand now is expected to tell a story. To be a brand storyteller though, you must know how to create stories for the world to listen to

Upheavals - a blog about brand and strategy | Mark Di Somma

27.09.2024

Stepping up to a Principled Culture - The Audacity Group

There are various ways of stepping up to a principled culture. This article sets out nine defining actions for leaders to pursue.

Upheavals - a blog about brand and strategy | Mark Di Somma

26.09.2024

8 things your brand strategy framework should address - The Audacity Group

Your brand strategy framework is, in effect, the business case for your brand. This article details the 8 things you should look to cover.

Upheavals - a blog about brand and strategy | Mark Di Somma

24.09.2024

Exploration: Step 3 in building purposeful culture - The Audacity Group

Building purposeful culture is about giving people opportunities to explore the broad and personal implications of what is being proposed.

Upheavals - a blog about brand and strategy | Mark Di Somma

15.09.2024

What makes a great brand story? - The Audacity Group

Here's a 10 point checklist on the specific storytelling attributes that you should be looking for to develop a great brand story.

Upheavals - a blog about brand and strategy | Mark Di Somma

09.09.2024

Three ways brands are evolving – and what we think that means - The Audacity Group

We review Wharton research on how brands are evolving and reflect on several decisions that brand leaders today might want to consider.

Upheavals - a blog about brand and strategy | Mark Di Somma

04.09.2024

Inspiration. Step 2 in activating purposeful culture change - The Audacity Group

Portraying in clear terms what tomorrow looks like is vital if you want people to be inspired by, and to welcome, purposeful culture change.

Upheavals - a blog about brand and strategy | Mark Di Somma

18.08.2024

Three different types of brand strategy - The Audacity Group

Brand strategy is often thought of as one thing, but the strategic skills and outputs are different for different types of brand strategy.

Upheavals - a blog about brand and strategy | Mark Di Somma

17.08.2024

Agitation: Step 1 in building a purposeful culture - The Audacity Group

Agitation is step 1 in building a purposeful culture. It gives people a pain point they can feel and points to an opportunity for optimism.

Upheavals - a blog about brand and strategy | Mark Di Somma

01.07.2024

Participation versus disparity for brands - The Audacity Group

Disparity is the ability to forge a contrasting profile in a sector - enough to stand a brand apart from those participating around them.

Upheavals - a blog about brand and strategy | Mark Di Somma

30.06.2024

Participation versus distinctualisation - The Audacity Group

Distinctualisation is the ability to forge a distinctive profile in a sector that stands a brand apart from those participating around them.

Upheavals - a blog about brand and strategy | Mark Di Somma

06.02.2024

Should your brand commit to a deliberate strategy? - The Audacity Group

A deliberate strategy attracts brands intent on a singular direction. It may suit brands looking to clearly define their future long-term.

home›Upheavals - a blog about brand and strategy | Mark Di Somma›Marketing

Upheavals - a blog about brand and strategy | Mark Di Somma - Marketing

From brand culture to brand delivery community - The Audacity Group

What defines a brand culture? - The Audacity Group

Motivation: Step 4 in activating a purposeful culture - The Audacity Group

Brand culture vs company culture: What's the difference? - The Audacity Group

Articulation: Step 5 in communicating a purposeful culture - The Audacity Group

Understanding brand storytelling - The Audacity Group

What defines a brand culture? - The Audacity Group

What makes for a successful brand strategy? - The Audacity Group

Articulation: Step 5 in communicating a purposeful culture - The Audacity Group

From brand culture to brand delivery community - The Audacity Group

15 success elements to include on your Brand Report Card - The Audacity Group

Proving brand effectiveness: Five success criteria for brands - The Audacity Group

Telling your whole brand story - The Audacity Group

Motivation: Step 4 in activating a purposeful culture - The Audacity Group

How to develop a brand positioning strategy - The Audacity Group

Great brand storytelling is all about structuring your storylines - The Audacity Group

Setting timeframes for your strategy - The Audacity Group

Take the time to make the most of your brand story - The Audacity Group

How to develop, lock in and apply powerful brand values - The Audacity Group

Set your brand's strategic direction with these three decisions - The Audacity Group

8 questions to test your brand culture principles - The Audacity Group

Become an Articulate Company - The Audacity Group

Aligning your strategy and your principled culture - The Audacity Group

A Brand Change Response Framework for leaders facing change - The Audacity Group

How to turn your brand into a storyworld - The Audacity Group

How do you measure effectiveness in a principled culture? - The Audacity Group

How to decide if you need a brand strategy - The Audacity Group

Your guide to a successful brand language audit - The Audacity Group

What does it take to be a brand storyteller? - The Audacity Group

Stepping up to a Principled Culture - The Audacity Group

8 things your brand strategy framework should address - The Audacity Group

Exploration: Step 3 in building purposeful culture - The Audacity Group

What makes a great brand story? - The Audacity Group

Three ways brands are evolving – and what we think that means - The Audacity Group

Inspiration. Step 2 in activating purposeful culture change - The Audacity Group

Three different types of brand strategy - The Audacity Group

Agitation: Step 1 in building a purposeful culture - The Audacity Group

Participation versus disparity for brands - The Audacity Group

Participation versus distinctualisation - The Audacity Group

Should your brand commit to a deliberate strategy? - The Audacity Group

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Upheavals - a blog about brand and strategy | Mark Di Somma
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Marketing