Ideas & articles // Articles
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The inexorable rise of brand cynicism.
Distrust and disillusionment are nothing new as companies break promises and disappoint customers and employees, sometimes with disastrous consequences for the bottom line.
Karen Drury of fe3 consulting considers the rise of brand cynicism and what companies can do to guard against it.
Click here to read an article written July 2004.
What can HR do for Leadership?
Leaders are often recognised when they have charismatic traits - when people follow them because they are inspirational. But the downsides to charismatic leadership are plentiful. In a specially commissioned essay for Human Resources magazine, Gary considers charismatic leadership and comes to the conclusion that leadership is better when it shared around, and identifies the role for HR in helping leadership share responsibility.
Click here to read an article written for Human Resources Magazine, April 2004.
When even your reputation can't help you…. Acting out of brand character.
To disappoint the expectations which spring from your company's brand, whether by accident or by design, courts disaster for one main reason - it ignores the commonalities between brands and leadership. This article considers the impact of the senior management team acting in “brand character” – or not.
Click here to read an article written March 2004.
- Ten Things to think about when pulling together an employee incentive programme – comment for Marketing Week.
Click here to read our comment for Marketing Week, February 2003.
fe3 consulting unveils “brand art”.
A new approach to the portrayal of a company's brand values has been unveiled by leading brand and management consultancy, fe3 ( 14 November 2003 , London ).
Billed as “brand art” the consultancy has commissioned Liverpool born textile artist Beryl Cross , to interpret fe3 consulting's brand values and the result is revealed in a textured work of art entitled “Unseen Force”.
Click here to read our press release 14 November, 2003.
fe3 consulting develops "quick and dirty" communications audit.
In times when budgets are being scrutinised and value for money is paramount for purchasers of external consultancy services, brand consultancy fe3 consulting has launched a “quick and dirty” internal communications audit.
Click here to read our press release February 28, 2003.
fe3 consulting calls on UK business to make achieving Corporate Magnetism its resolution for 2003.
Branding consultancy fe3 consulting today issued a call to action to UK business to make retaining key staff and attracting new high performers one of its key objectives for 2003. At what is traditionally the time of year when employees are most likely to consider changing jobs, the consultancy is urging companies to work harder to identify exactly what it is about them that makes their staff decide to stay – their corporate magnetism – or leave. It has also launched a web survey which gives organisations an initial indication of how attractive a proposition they actually are as employers.
Click here to read our press release January 20, 2003.
Opinion for Marketing Week.
Market Research is not a science. This is not so much because we lack methods, but because most numbers have to be INTERPRETED. So there are never "answers" which have no doubts attached to them. The skill of the researcher is to minimise those doubts, and this comes through knowledge of the market and knowledge gained by doing research generally. Anything else is comparable to reading tealeaves or a MR horoscope.
Click here to read opinion that appeared in Marketing Week, February 6, 2003.
New use of mathematical modelling “predicts” company success.
A new consultancy that is using computer modelling to “predict” if customers, employees and other stakeholders will stay loyal, is launched tonight at the Institute of Contemporary Arts in London.
Click here to read our launch press release January 31, 2002.
Making the links between ‘branding/reputation’ and business success.
This paper aims to clarify some of the concepts which link brand and strategy.
In the following document, we will refer to branding and reputation in the same breath. This is because branding and reputation are vital elements of the same endeavour – to be well-considered in the marketplace. Looking at branding takes a wider view of reputation than simply what is said about you externally; it forces you to examine what you stand for by considering the vision and business direction (or mission) of the firm.
Click here to read a paper written December 2002.
Brand parachutes.
Brand is a complex association of thoughts and feelings in the mind of the consumer. If you want your brand to preserve your reputation, it needs to be built on the right foundations – on deeds, not words.
Click here to read an article written July 2002.
Your brand - a stepping stone for growth?
Most businesses want to grow. Those that are happy with their size want to maintain their strong position and keep good staff, loyal customers and reliable suppliers. This article tells how a strong brand can facilitate both goals by strengthening ‘corporate magnetism’.
Click here to read an article that appeared in the Federation of Small Business Magazine, January 2002.
