Abiding themes 9 / Power to the People

There is no denying that the increase in the ability of individuals to communicate through social media channels has allowed greater freedom of expression, and given people a stronger voice than they have had before.  With Twitter, Facebook, and blogs, the opinion of a single person can be transmitted around the world almost instantly, and […]

Rule #1 / What goes up, must come down…

Ultimately, every great power wanes.  Growth gives wealth, wealth creates decadence, decadence builds into stagnation, and stagnation leads to decline.  Whether over centuries like the Roman Empire,  or in the blink of an eye like MySpace, a position of power is temporary.  Sooner or later, someone will come along with something better, be hungrier, and […]

Abiding Themes 8 / Increasing Website Speed

Back in March when it was announced that Larry Page would be taking the reigns at Google as CEO there was an interesting profile about him in Wired Magazine that had a lot of focus on his obsession with measuring things.  Google itself has always been fast, eschewing flashy design in favour of functionality, and with […]

Branding / The Tone of Voice for Blogging

It can be pretty tricky getting the tone of voice right on a company blog.  Too formal, and you run the risk of not really engaging with your readers, too informal and you lack credibility… Beyond that, it’s also important to remember that  in mind that formality is relative.  Being too informal within the insurance […]

Communities / Live Together, or Die Alone

An online community is much the same as an offline community: a connected group of people with a shared interest.  This could be a social group, people who like the same music, people who are interested in the same kind of sports, or people who share a passion for a type of product. Why you […]

Abiding Theme 5 / Measure Everything

Do you know why people call themselves gurus?  It’s because they can’t spell charlatan. The hallmark of a lot of social media campaigns is that they fall under the same lack of scrutiny as an off line branding campaign – the benefits are known to be there, but it is accepted that they are often […]