For years, leaders and brand strategists have encouraged businesses to treat their people as assets. Itʼs well-intentioned. And itʼs not wrong. But it might be incomplete. What if the people who work for you arenʼt just assets to be managed, what if they are investors? Not metaphorically. Practically. Every person who joins your organisation makes
Thereʼs a persistent belief in B2B that brand investment is something only large, consumer-facing companies can justify. The thinking goes something like this: “Branding is for companies with big advertising ” “Weʼre relationship-driven.” “We know who our customers ” “We only invest in things that deliver immediate ” On the surface, it sounds commercially sensible.
Weʼve seen this movie before Watching the reaction to Angus Taylorʼs elevation reminded me of something we keep seeing in politics and in business. A new leader arrives. The market hasnʼt quite decided who they are yet. And almost immediately, the race begins to define them before they define themselves. That brief period, when perception
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