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Minimalism; an artistic style, an interior decorating theme and ultimately a way of life. It is an expression of freedom and courage.  Freedom from the extraneous and the superfluous. But, let’s face it, it’s not everyone's cup of tea.  Some find it cold, stark, dull and...

‘Own it’…  It’s a great mantra for businesses and individuals alike who are looking to take responsibility for their destiny.  To own it is to back yourself and recognise that you’ll do a better job of mission-critical functions.  It’s also what’s behind one of the...

Here at Sonder we are dealing with all kinds of businesses, day-in, day-out, charged with discovering hidden value that will deliver a highly profitable return. We’re like a cross between Sherlock Holmes and the Money Man, Floyd Mayweather! So we thought you might like to see...

Last week I had the pleasure of an evening with Jennifer Hawkins. Of course she looked other-worldly, yes her dress was captivating and, no, I’m not in a daydream. However, I also wasn’t the only one with her on the night, in fact more than...

A highly decorated FMCG CMO once said to me, “who the hell wants to build a community around yoghurt?”. He was talking about one of his own products and he was talking about the agency world’s obsession with ‘building a community’ on social media. It...

Owned media assets are often an afterthought in campaign communications. The forgotten child of marketing, owned media is often relegated to transmedia mediocrity whereby the campaign creative is simply dropped into all owned channels with nary a thought to the role owned media can play....

Nestlé, the world’s largest packaged food company, announced last week at an investor call that their next area of focus is establishing direct channels of communication with their consumers. Quite a big statement of intent from a business anchored in established distribution channels. Buoyed by...

A monk once told me the secret code for loyalty. Even now I cringe at the intent behind my asking him the simple question, “what is loyalty?” You see, at the time, I just wanted to know how to address a common marketing goal –...

Can you remember the last Coca-Cola TV commercial you saw? What was it about? Who was in it? Who was it for? What was the tagline? If, like me, you can’t answer these questions, don’t worry, I’ve got another one for you: Have you seen their new...

Here at Sonder we talk about businesses communicating from the inside-out by starting with their owned assets first. It’s a way for businesses to communicate with more authenticity, effectiveness and clarity. Now, if you think of inside-out communications as a fractal, whereby the same principles...