Collection » Brian Richards

Storytelling vs Story Selling - Galvanizing the Nation to tell its many stories

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Brian R Richards

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We would all like to think this is the debutante decade for New Zealand. That we will reach multicultural...

Jingoistic Smugness - How to ruin your Heritage Brand

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Brian R Richards

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New Zealand doesn't have many heritage brands nor does it seem to understand how to cherish them. Air New...

Olympic Brands - From Pencils to Pixels.

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Brian R Richards

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We are about to see an enormous celebration of nationality in the next few weeks across our televisions. ...

Ambitious Partnerships - Team NZ

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Brian R Richards

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As the guest of Team New Zealand at the launch of AC72 - the vessel that will take New Zealand to next ye...

Omotenashi

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Brian R Richards

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Reaching into one's customers’ hearts can only be done by reaching into one's own. I was visiting a maj...

Sharpening the New Zealand Story

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Brian R Richards

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It’s the foreground that creates a personality, not the backdrop. But any good story needs both. At lon...

Understanding the psychology of fashion is the marketing genius that defines success.

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Brian R Richards

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You don't buy clothes - you buy an identity. The model struts towards the battery of cameras, profile hel...

FIFA's All Powerful Brand Is No Longer Infallible.

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Brian R Richards

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FIFA's all powerful brand is no longer infallible. Like the Catholic Church they believe in one holy apos...

Stories in the heart. Stories which make a nation.

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Brian R Richards

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Stories carved in our hearts and not stone. The permanence of who we are should not be carved in stone, ...

Checking Jeremy's Underpants: Icebreaker's Brand Review

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Brian R Richards

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Stripping things back to the bare essentials and maintaining your Brand’s “Ewephoria”. I think all...

The Dangers of Excessive Social Media Use. Is it a Cause of Social Cancer?

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Brian R Richards

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Is Social Media the new nicotine and are we seeing a new breed of cigarette Barons denying its addictive?...

For the want of a Fashion Story

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Brian R Richards

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Globalising Fashion Businesses. We've had a fashion industry in New Zealand for a while now, yet it still...

Thick Trust and Intimate Familiarity

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Brian R Richards

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The perfect conditions for regional growth. After undertaking a wide range of similar projects in New Zea...

The Theatre of the Mind

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Brian R Richards

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Are We Fit Enough to Use Ours? The world's couch potatoes purchased 220 million flat-panel televisions la...

Are you Plain, Ruled or Squared?

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Brian R Richards

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Tribal Marketing of the Mundane. I've recently noticed that I'm not alone in clutching my trusty moleskin...

Ageism

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Brian R Richards

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Wrinkles come to us all and there is much to learn from every line. Keith Richards, the professional deat...

Brand Tribalism

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Brian R Richards

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Brands need to stop acting like a company and start behaving like a movement. Tribalism is the most power...

Turning Farmers into Foodies

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Brian R Richards

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We're told that by 2050, from nine billion people worldwide, one billion will be unable to feed themselve...

Capturing your Ave’ia

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Brian R Richards

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Brian Richards opens TCI’s International Conference of Economists and Planners challenging them to meas...

Green is the new black

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Brian R Richards

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This speech was delivered at the Better by Design CEO Summit.

The Lack of a National Libido

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Brian R Richards

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There is an obsession with visions being developed in business, which more often appear as cryptic statem...

The Stereotypical Dresser

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Brian R Richards

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Each day I quietly compete with my executive assistant Stefan in dressing distinctively. Invariably he up...

Globaloney

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Brian R Richards

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It is a commentary of the left and right that global markets are rendering national economies ungovernabl...

Ralph Lauren’s Little Pieces on an Ideal World

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Brian R Richards

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I loved Ralph Lauren's reply to a fashion journalist when in launching his fragrance Safari it was discov...

Why do we crave stories? It's part of what it means to be human.

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Brian R Richards

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What’s the future of business after the information age? It won’t be the latest technology or the new...

See-Through Brands

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Brian R Richards

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At long last we as consumers have finally arrived at the point that the research industry forecasted year...

The All Blacks Brand: Does success hinge on one event?

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Rahul Sharma, Julian Smith and Professor Rod Brodie

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With the Rugby World Cup less than three months away the pressure on the All Blacks to win is building to...

Redefining Your World: How to sell green products to everyone

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Julian Smith

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Natural, green, ethical. Yeah, yeah, yeah. We've heard it for a while now. In many ways the collective su...

Loving and being loved

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Brian R Richards

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Many of us live with a sense of inferiority, which breeds the need to take on the personality that is not...

Psychic Premiums In Brands

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Brian R Richards

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For many of us the gentle slide backwards goes unnoticed as undeveloped nations with cost advantages trad...

Kermadec - A Coherent Design Story

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Debra Millar

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Architecture, graphics and uniform design are interwoven to create a rich layering of Pacific imagery. ...

Beyond Regional Doubt

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Stacey Gregg

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Market the region, not the country, says the brains behind Zespri, Brian Richards. While Saatchi & S...

Living in One’s Own Story

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Brian R Richards

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We are entering a new era of branding, where people want to live vicariously in a story, which attracts t...

Beyond The Big Bang

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Mike Hodge

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We’ve all been there. Brand launch night. The CEO at the rostrum oscillating between smugness and uncer...

New Zealand As A Global Emotion

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Brian R Richards

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6.45am. London’s daily commuters pour underground in the grey half-light, snatching brief glimpses of n...

Out Of The Wilderness

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Mike Hodge

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Scratch below the surface and you invariably find a seam of bright Kiwi companies quietly taking on the w...

Weaving A New Fabric

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Brian R Richards

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Born in the backdraft of World War II of Lebanese, Pakeha and Ngati Tu Wharetoa descendants, I have alway...

The Name Game

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Mike Hodge

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When it comes to finding the right name for your new business, product or service, the Oxford English Dic...

Old Tricks

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Mike Hodge

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For many thousands of years our ancestors lived and died in a world where virtually nothing changed. Wher...

Sensory Branding

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Mike Hodge

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Businesses will go to interesting lengths to imbue their brands with emotional pulling power. One trend ...

Pacific Uniqueness

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Brian R Richards

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There is an obsession with visions being developed in business, which more often appear as cryptic statem...

Growing Waste-Lines: Designing for our ethical environment

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Brian R Richards

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Today’s consumers are openly moralising about diet, health and lifestyle. Price is just one factor. Peo...

Womenomics: Synchronishing brands to feminine buying muscle

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Brian R Richards

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We are obviously long overdue for the ‘lazy-girl’ chair, but it won't come in the same form as the bo...

Think: Creating and articulating an achievable national vision

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Brian R Richards

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No one as yet has defined New Zealand's pathways into the future with any tangible understanding for peop...

Brand Tactics In Tough Times: How to gain better brand traction

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Brian R Richards

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A quick look at recent history shows economic recessions are fairly regular occurrences. Uncomfortable re...

Generation C - The Story Continues: Everyone’s a creative in webland

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Jake Pearce

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I was taught at school that the European Renaissance was the result of man rediscovering himself after ye...

A New Respect For Nature: Good reasons to embrace the swing to nature

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Brian R Richards

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Business and nature can seem awkward bedfellows. But in the current ‘greenified’ atmosphere, it’s n...

Primary Thinking: Getting beyond the commodity culture

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Brian R Richards

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The recently released MAF report on the meat industry highlights some systemic failures around its cultur...

Elastic Brand?: Stretching '100% Pure'

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Brian R Richards

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New Zealanders have always been proud of our ability to over-achieve for our small population. As a prime...

Living In Logoland: Lapses in brand thinking

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Brian R Richards

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On February 18th a public competition was launched to come up with a logo for the new 'Super-City' Auckla...