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, ...
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’ ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
