Lead by example like Aston Martin’s CEO

Aligning and engaging people is a critical part of delivering brand-led growth. But many senior managers over-rely on communicating the brand vision, rather than living it on a day-to-day basis. [...]

The Burberry trench: “How to focus on your core business for brand success”

Key to Burberry's doubling of revenue and profit in the last five years has been re-focusing on the iconic, core trenchcoat, according to this HBR interview with CEO Angela [...]

The power of Pret’s people

The whole area of "brand engagement" is booming, with companies launching into big and expensive initiatives to help employees "live the brand". However, in my experience many [...]