Iconic vs. symbolic brands, which is best?
Since his emblematic Ted Talk, author Simon Sinek was able to embed the idea that all brands need a ‘why’ in their DNA. However, the…
Author Archives: Sergio Brodsky
When Brands Barabarise Culture
Modern brands—much like late 70s metal act Quiet Riot—really want to be Inside You, and the quickest way to do that is through culture….
Pirates in the spectrum
“Alexander the Great sailed in a powerful fleet by the Eritrean Sea to conquer India and before him was brought a pirate, who got…
For good content, take the data-way, or go down the Dodo-way…
Melbourne Strategy Director, Sergio Brodsky responds to an op-ed published by Marketing Mag yesterday by Tom Hyde which argued content marketing has lost its way…
Enough with the archetypes already!
Sergio Brodsky argues that the use of archetypes to characterise consumers has created lazy and imprecise, not enlightening, conclusions about human truth. Instead, the…
A brand-led reinvention of higher education
The origins of educational systems can be, to a large extent, attributed to the military system. Every year classes of around 30 students are…
Content: it’s a media job, stupid!
Last week at a ‘Morning with Seth Godin’ event here in Melbourne, among his many insightful comments the one that got stuck in my mind…
A brand is not an experience
Experience has been one of the most popular buzzwords in the strategic communications industry in recent years. However, having a brand experience is not something…
Gamification: a business and societal model for the 21st century
It is common to hear that the only constant in the world is change. But organisations and individuals are very often overwhelmed with the prospect…