A few days ago a flight attendant of a Russian low-cost airline “Pobeda” had the police take into custody a young family of 3, who had refused to follow the airline rules on board. The baby was crying non-stop, the parents spotted an empty row of upgrade-only seats and decided to move there, despite the demands of the flight attendant, who pointed out that the passengers had to either pay for the upgrade, or return to their original non-upgrade seats in different locations of the plane.
After nearly seven years writing this blog, I’ve decided to start work on a book about innovation. While there is certainly no shortage of great innovation books on the market, I feel strongly that the time has come for a different approach and I think there is much I can add to the discussion.
A brand touchpoint is any way a person in the marketplace interacts with your brand - so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perception. So we must consider brand touchpoint design and management critical to building a strong, valuable brand.
“Managing without soul has become an epidemic in society. Many managers these days seem to specialize in killing cultures, at the expense of human engagement.” That’s what management guru Henry Mintzberg recently wrote about the current state of corporate culture on his blog.