By ThinkQue Consulting The monthly report is full of clips. The question no one asks is whether any of them moved the business. Ask most communications functions how the month went, and you will get a number. Pieces of coverage, impressions, and an advertising value equivalent that everyone quietly knows is fiction. These metrics have …
By ThinkQue Consulting Selling a better version of a familiar thing is hard. Selling something the market has no name for is a different discipline entirely. Most positioning assumes a frame of reference. The customer already knows what a car is, what a bank is, what a phone does, and the job is to say …
By ThinkQue Consulting The test of a CSR programme is not how good it looks in the report. It is whether it would still stand up when someone checks. Most corporate social responsibility programmes are designed backwards. They begin with the wish to be seen doing good, and work towards activities that photograph well. The …
By ThinkQue Consulting Most crises are not bolts from the blue. They are known risks that no one was watching closely enough. When a crisis breaks, the language around it is almost always the language of surprise. Unforeseen. Unprecedented. Nobody could have known. Occasionally that is genuinely true. Far more often, the crisis was visible …
By ThinkQue Consulting For a long time, reputation was filed under soft. That filing has become a commercial mistake. Ask a chief financial officer where reputation sits on the balance sheet and the honest answer is nowhere, and everywhere. It does not appear as a line item, yet it shapes almost every number that does. …