From audience to affinity how brands build communities around shared values
Most brands have audiences. Far fewer have communities. An audience may follow, watch and buy. A community develops relationships, shared codes and a sense that membership says som
Changing careers means changing the story without erasing the past
A convincing career change does not pretend the past never happened. It gives previous experience a new meaning. Senior professionals often struggle with this because their careers
Your company has a founder brand whether you Manage it or not
A founder’s personal brand is the accumulated meaning attached to their name: what people believe they know about their judgment, expertise, values and behaviour. When that p