content Archives - Phil Adams : Brand Strategy

The weight of expectation can be a good thing

Phil June 9, 2010 June 9, 2010

The weight of expectation is generally perceived to be a bad thing. It implies a negative form of pressure to succeed that acts to impair performance rather than improve it. The weight of expectation is something you suffer rather than benefit from – just ask successive England managers. But when …

Less risqué is more risky

Phil October 28, 2009 October 28, 2009

Clients all want their content to “go viral”. There are some obvious recurring properties of content that actually does “go viral”. But, when push comes to shove, there is still a tendency to excise those very properties from ideas and content. This is due to a natural risk aversion on …

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