Tag Archives: culture

Brand content as culture

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The North Face Ultra Trail Mont Blanc race is taking place today. The runners will cover over a 100km on some unseasonably wintry mountains in the next few hours.

There’s a double interest here for me. I love running, and seem to love running ever increasing distances. So ultra-marathons have a fascination for me, even if I may never get to run one.

There’s also a professional interest here of course – The North Face’s sponsorship of the event and some of the elite competitors and the content marketing that comes out of it shows us how this sort of thing can be done well.  Continue reading →

Can’t wait to get to the office

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Image: M’learned colleague, Dr Ryan is responsible for his energy

Partly because I’ve finally got around to reading Tony Hsieh of Zappos’ Delivering Happiness*, I’ve been thinking a lot about culture at the moment.

The other big reason for thinking about culture is, of course, that the start-up I’m a co-founder of, Brilliant Noise, is growing and soon its culture will begin to evolve, or emerge, if you will.

You can’t design a culture – that would be weird. You have to cultivate it, I realise. Like lots of activities where emergence is important, you end up drawing on analogies about gardening.

We’re clear about the values that are important to us, we’re clear about the shape and texture of the culture that will emerge. The effort goes into making sure the conditions are right, the seeds are planted, the… well, you get the horticultural gist of it.  Continue reading →