Monocle’s published it’s fourth annual Soft Power Survey – a topic that’s fascinated me ever since I listened to Professor Joseph Nye speak on the topic at the RSA in London in 2011 – and Germany’s toppled the UK from its top spot.
Produced in conjunction with the Institute for Government, Monocle’s survey asks which countries ‘best attract favour from other nations through culture, sport, cuisine, design, diplomacy and beyond’. In other words: beyond the bullets, economic sanctions and so on, who packs a soft-centred punch?
A piece from The Guardian today that caught my eye: journalist Jonathan Jones claims Pope Francis ‘has renovated a damaged brand not in years, but months’.
And how is this miracle being accomplished? Probably by not attempting to ‘renovate a damaged brand’.
In fact, the universal truth lying at the heart of this epiphanic repositioning of Catholicism appears to rest in the final sentence of the article: ‘Do and say what you believe.’
The idea that Pope Francis has ‘renovated the brand’ is a bit of a stretch.
Continue reading “The kind of unspun Papal spin that couldn’t be spun by PR spinners”
Away from the furore among analysts about Apple’s – apparently – disappointing results yesterday, the brand’s chief executive, Tim Cook, uttered a phrase which precisely states the distinction between brand and branding.
He said: “We could put the Apple brand on a lot of things and sell a lot more stuff. The most important thing to us is that our customers love our products, not just buy them but love them.”
Branding = ’We could put the Apple brand on a lot of things and sell a lot more stuff.’
Brand = ’The most important thing to us is that our customers love our products, not just buy them but love them.’
And that’s why Apple is the biggest brand in the world.
I first used an Apple Macintosh in September 1989 because I had to.
I’d become managing editor of York Student Vision in the final term of my first year at the University of York and, over the summer, my predecessor in the role, Stephen Womack, and the paper’s editor, Hamish Macdonell, had decided to purchase an SE/30.
After three years of cutting-and-pasting hard copy text onto pre-printed printers grids, Vision was moving to desk-top publishing; the first of York’s two newspapers to do so.
In my role, I would be responsible for the production of a 24-page newspaper which, at the time, was distributed to 3,000 students every fortnight on a single Macintosh.
Continue reading “Something of a eulogy for Steve Jobs”