Who's job is that, anyway?

In the words of the ancient Chinese military strategist, Sun Tzu - way back in the sixth century BC, "Strategy without tactics is the slowest route to victory; tactics without strategy is the noise before defeat".

Make sure that your business isn't one of those that has all the key components in place but lacks the integrated plan to reach its goals.

Marketing, but not as we know it

Marketing is about the fulfilment of promises. Determining what to promise, to whom, making that promise and then keeping it. It creates a bond and establishes a pathway along which strong relationships can flourish.

Not all promises are kept, but when this approach fails in an organisation it is invariably seen as some form of integrity failure at an operations level.

The brand continuum

A brand is the set of perceptions, ideas, words, images and experiences that together help to attract and retain loyal customers. It is often necessary to help differentiate commodity products and intangible services; to give those products and services an identifiable character and help shape the behaviour and personality of the organisations and individuals who deliver them. Sometimes this is the only source of differentiation a customer has on which to make a buying decision.

Getting to grips with branding

Your brand is the set of stories, messages and experiences that your organisation’s stakeholders (staff, investors, partners, suppliers and customers) have of your brand. It is very much about perception, but is also about aspiration and must reflect reality otherwise it will not be capable of living up to its own reputation.

What's in a name?

  • /dub'l-u/: is the twenty-third letter of the modern English alphabet and is derived from a double u to express the voiced consonantal sound heard at the beginning of the word 'wow'.

    Say it slowly.

  • is short for watt - the SI unit of power

  • is the chemical symbol for Tungsten (which used to be important for shedding light on things).

    Very illuminating

  • is used to denote the fall of a wicket when scoring in cricket.

    How's that?

  • W is the only letter of the alphabet with more than one syllable.


  • The word double-ewe is sometimes used as web long hand for the letter W; usually to avoid censorship when writing the three letter acronym, WTF.

    (Not that we would)

Why do acquisitions fail?

The single most often stated factor is poor integration. Where solutions exist, they vary, but most place the effort post-acquisition. So you might ask, all that financial due diligence and legal effort to define the asset and agree a valuation is worth what?

So how about improving the odds and doing the meaningful work up front? You could call it Non-financial due diligence.