Collection » Brian Richards

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...