Category: Media Commentary

Hoping to impress millennials? Cut the corporate drivel

There is increasing evidence that many twenty- and thirty-something consumers – Millennials/Gen Z if you prefer – are driven by different motivations, compared with preceding generations. In line with this perception, there is now much talk of the benefit of so-called ‘purpose-driven communication’, whereby companies seek to show they are about more than simply making… Read more »

Hargreaves Lansdown and the value of Corporate Reputation

What is the value of corporate reputation? For most companies it’s a lot more than the revenue stream from a single product. Yet when that product line, after heavy promotion, is shown to be shoddy or poor value, people are much less likely to purchase its other products, so the entire company can be badly… Read more »

Time to increase the diversity of your spokespeople?

Many organisations have made big efforts in recent years to reduce their reliance on the ‘same old same old’ corporate spokespeople – usually spokesmen. But the fact that more needs to be done was evidenced towards the end of last year, when the Financial Times recognised that nearly 80% of the people it quoted as… Read more »