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CONNECT. COMMUNICATE. COLLABORATE.

Find your formula with Business of Brand

BUSINESS CAPABILITY WORKSHOP – 11 MARCH 2021
Grant Finer and Gaelene Adams Wood
from Business of Brand New Zealand Ltd

Business of Brand (BoB) is a global organisation with operations in the UK, US and Australia. Grant and Gaelene have now brought BoB to New Zealand, and were keen to share its principles with attendees.

A series of four videos featuring BoB’s founders began by looking at the world in 2020, defining an L-shaped recession, and suggesting the three phases which occur: shock, recovery, and rebuild. With reasoning based on history (i.e., the “Roaring 20s” occurred directly after the last L-shaped recession when it coincided with a global pandemic) BoB believes that a period of significant growth is imminent.

The videos then demonstrated the traditional way that a business prioritises:

1.
2.
3.
4.

Sales
Channels to market
Product ecosystem
Brand messaging

BoB believes that, to thrive, businesses today need to flip this on its head and begin with brand, presenting a “brand ladder”, which includes three critical (and potentially overlooked) rungs: customer journey, asset, and who you want in your community (collaborate with, support, etc). Both Gaelene and Grant stressed that “asset” is not what an accountant would put down on the company balance sheet, rather it is something intangible, distinct only to that business.

Conscious consumerism is likely to be a significant factor, and businesses should be aware of younger generations’ motivations and core values. It was further suggested that businesses need to adjust from focusing on short-term income to long-term equity.

Please click here to see the event’s photos.

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Bernadette Robert

Bernadette Robert