Archive | January, 2014

UK Grid Infrastructure: Not a Leg to Stand On

A staggering 750,000 UK households were hit by power cuts over the festive season, and as nice as a candlelit Christmas may sound, in practice it is at best an inconvenience and at worst a complete nightmare. The situation was so dire for some that energy distributors offered to foot the Christmas dinner bill for […]

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Stories propel beer brands up Maslow’s hierarchy of needs

I was leading a brand storytelling workshop the other day and explaining the relationship between how a well-told story engages an audience, which boosts them up Maslow’s Hierarchy of Needs pyramid from basal physiological needs to personal enlightenment, and therefore elevates perceptions from low-priced commodity to premium brand status. The audience basically said, “Huh?” I […]

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