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Upheavals - a blog about brand and strategy | Mark Di Somma
14.05.2025
Increasingly, organisations with devolved workforces are going to shift from being a brand culture to working as a brand delivery community.
What defines a brand culture? Brand culture sets out to give people a principled way of working together to deliver the brand strategy.
Motivation is a key deliverable for activating a purposeful culture. Getting it right requires a systematic and ongoing commitment.
There is a lot of debate about brand culture vs company culture. Here, we explain the differences but also why they should work together.
A brand culture that is serious about what it intends must pay careful attention to communicating a purposeful culture.
10.05.2025
Understanding brand storytelling is crucial to elevating a brand from a product or service to the embodiment of a powerful idea.
02.05.2025
27.04.2025
A successful brand strategy considers a wide range of factors to help you identify the best future for your brand in your marketplace.
25.02.2025
26.01.2025
22.01.2025
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.
20.11.2024
Here are five success criteria for brands that brand leaders can use to judge progress over time and to articulate brand effectiveness.
05.11.2024
Telling your whole brand story actually requires thinking through how to construct and link a series of stories, all told in different ways.
24.10.2024
21.10.2024
This detailed guide to how to develop a brand positioning strategy sets out 10 steps we take when establishing where you are best positioned.
13.10.2024
Structuring your storylines as a brand is all about interest and momentum. Here we give 10 examples of storylines using one overall structure
Choosing the timeframe within which you evaluate success is a critical decision. Our T-model lets you set timeframes for your strategy.
12.10.2024
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.
Powerful brand values define what’s expected within a brand culture to clearly deliver the strategy. They also come with trade-offs.
11.10.2024
Set your brand's strategic direction by choosing your key driver, the nature of your strategy and the scope of your activities.
These eight "What gets ...?" questions are a simple way to test your organisation's commitment to your brand culture principles.
10.10.2024
Articulate companies stand out because they sustain stimulating conversations. Follow our eight steps to become an Articulate Company.
Instead of separating strategy and culture, our approach focuses on aligning your strategy and your Principled Culture to work together.
09.10.2024
Our Brand Change Response Framework is intended to help busy brand leaders form clear responses to the changes affecting brand performance
08.10.2024
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.
05.10.2024
Five living deliverables act as the ongoing basis for how to measure effectiveness in a principled culture.
01.10.2024
A guide for companies that are still deciding whether they need a brand strategy, including six examples of when a brand strategy adds value.
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.
28.09.2024
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
27.09.2024
There are various ways of stepping up to a principled culture. This article sets out nine defining actions for leaders to pursue.
26.09.2024
Your brand strategy framework is, in effect, the business case for your brand. This article details the 8 things you should look to cover.
24.09.2024
Building purposeful culture is about giving people opportunities to explore the broad and personal implications of what is being proposed.
15.09.2024
Here's a 10 point checklist on the specific storytelling attributes that you should be looking for to develop a great brand story.
09.09.2024
We review Wharton research on how brands are evolving and reflect on several decisions that brand leaders today might want to consider.
04.09.2024
Portraying in clear terms what tomorrow looks like is vital if you want people to be inspired by, and to welcome, purposeful culture change.
18.08.2024
Brand strategy is often thought of as one thing, but the strategic skills and outputs are different for different types of brand strategy.
17.08.2024
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.
01.07.2024
Disparity is the ability to forge a contrasting profile in a sector - enough to stand a brand apart from those participating around them.
30.06.2024
Distinctualisation is the ability to forge a distinctive profile in a sector that stands a brand apart from those participating around them.
06.02.2024
A deliberate strategy attracts brands intent on a singular direction. It may suit brands looking to clearly define their future long-term.