Want a brand that thrives into the future? Learn to decode happiness today.

Brands sell happiness. And, of course, brands sell perennial unhappiness.

They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them happy. And as soon as they’ve made the purchase, we tell them they need to update to the latest model / version / colour to truly be happy. It’s sad, but this method of selling planned obsolescence is a reality of 20th century marketing.

Until now.

Consumers are getting wise to marketers’ superficial promises of happiness through consumption. They’re beginning to understand that happiness without consumption isn’t just possible, but natural.

How will brands survive?

To decode happiness from a brand perspective, I brought aboard author and psychologist John Marshall Roberts. Check out our lively discussion below!

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Culture and the Futureproof Brand

Culture is a word everyone in the corporate world uses, but few understand. What we do know is that companies with strong cultures outperform their rivals in everything from customer engagement to employee retention. Culture works.

So how do you ‘get culture’? David Reeve, author of Unleash Culture, has made corporate culture his career. He’s won 45 major awards for helping companies reboot and upgrade their culture, counselled companies from startup to Fortune 500, and made the workplace a happier place for thousands of us.

I spoke with David on how to develop a corporate culture, the impact it can have, and how strong culture translates into a powerful brand.

Enjoy the interview!

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Cleantech marketers, simplify your pitch!

Cleantech Canada asked me to write a series of op-ed pieces on effectively branding technology. This story describes how to make your pitch simpler, and more compelling. Enjoy!


Are you a digital slave?

In this podcast, I brainstorm with behavioral psychologist John Marshall Roberts on the causes of our dependence on our digital devices, what that means for brands, and how we can break free. Enjoy!


How to create an effective personal pitch

The global economy is turbulent, and not getting any better. Jobs are changing, jobs are being lost, people are striking out in new directions.

In an atmosphere like this, one of your most valuable assets is the story you tell. Your vision of the future, your path, and your adventures along the way – if you can bring these elements together, you can capture your listener’s ear and make yourself unique.

I published Why You Need a Personal Pitch on Linkedin today. The uptake was phenomenal. Think this one struck a nerve.

Take a look, and tell me what you think. And if you like it, please make sure to pass it along.


Futureproof brand predictions for 2016

In my final episode of the Ian Jessop show for 2015, Ian and I explore which brands will thrive, and which will dive in 2016. Enjoy the fun!