Author: Sérgio Brodsky
Sérgio Brodsky entrenches himself in the battleground for a trusted voice and profitable business and finds nothing is quiet on the content front. Forget about Bitcoin or China’s Renminbi! The true contender to becoming the new global currency is online (written or audiovisual) content. If you’re after free finance insights and news by industry thought-leaders, just […]
Smartphone attachment has become an ever-present facet of life in Australian life. Sérgio Brodsky explores the ritualistic and compulsive behaviours that make it look very much like addiction. Just a few months ago, in a Chinese subway, a woman had a hysterical attack because her smartphone’s battery had died. Her crying and screaming, almost laughable, could, in fact be […]
Leonardo da Vinci, the quintessential Renaissance man, stated that humanity precedes and enables utility. As Sérgio Brodsky writes, that logic is still true and, in fact, a fuzzy, qualitative mindset is the key to unlocking ‘analysis paralysis’ in a world of big data. – This article first appeared in The Value Issue’, the August-September 2015 issue of Marketing, with […]
Brands that understand the value of being helpful have been able to get attention without interrupting, writes Sérgio Brodsky. We’re being media- boarded, smothered and suffocated by marketing communication – some of it valuable, most of it not. And distinguishing between the two is getting harder and harder thanks to copycat approaches and off-the-shelf campaigns. […]
In a sleek, elegant and minimalist world of design spearheaded by Jony Ive (product), Tom Ford (fashion) and Zaha Hadid (architecture), to name but a few, who would guess that the chunky, clunky and colourful Dr Dre’s Beats headphones would become such a hit? For a teen target audience, there is also an imaginary world […]
Business leaders who understand market-design rules are in a prime position to out-innovate their competitors, writes Sérgio Brodsky. Design-led businesses keep talking about the future of design and innovative wonders they can bring to the world. But, have they stopped to analyse and understand the current state of the design market? A feeble attempt […]
Is your brand a ‘what’ brand? Or is it ‘who’ or a ‘how’? And which is best? Branching off from Simon Sinek’s Ted Talk, Sergio Brodsky dives into the mechanics of brand-building by looking at how some iconic and symbolic brands position themselves. Since his emblematic Ted Talk, author Simon Sinek was able to […]
Sergio Brodsky responds to an op-ed we published yesterday by Tom Hyde which argued content marketing has lost its way and is no longer a creative endeavour. Brodsky counters that evidence-based problem solving is as necessary in content as anywhere. Our industry’s pace of change is quite amazing. And, like any evolutionary process you either […]
Sergio Brodsky argues that the use of archetypes to characterise consumers has created lazy and imprecise, not enlightening, conclusions about human truth. Instead, the Big Five model of personality, while requiring more thought, enables a more precise and refined picture of your audience. After several consultations with patients from all sorts of demographics and mental […]
Nationally and globally, educational institutions are revisiting their methods to remain relevant to students, industry and society. In this essay, Sérgio Brodsky writes that the proposed fee deregulation means now is the time for Australia’s higher education institutions to adopt a brand-led approach to provide security of future earnings and enrolments. The origins of educational […]
Sergio Brodsky argues the case that media agencies are the only safe home for a brand’s content strategy. Last week at a ‘Morning with Seth Godin’ event here in Melbourne, among his many insightful comments the one that got stuck in my mind was the fact that nowadays people no longer have problems about […]
The brand is not the experience, writes Sergio Brodsky, arguing that it’s important to instead recognise the role brands play as enablers of experiences, and the role of media as experiential frames of reference. Experience has been one of the most popular buzzwords in the strategic communications industry in recent years. However, having a brand experience is […]
It is common to hear that the only constant in the world is change. But organisations and individuals are very often overwhelmed with the prospect of change. Beyond the monetary cost, change requires seeing and doing things in a different way, and to get there it may be necessary to unlearn and re-learn to do […]
Twilight of the brands?! Oh c’mon, wanna get me (and a whole industry) out of a job Mr Surowiecki?! Not gonna happen, as shown by the wisdom of the crowds. Regardless of the transparency the internet currently provides or the Human Genome Project may bring one day, the unspoken truth about brands is that they […]
