TODAY IS:

The Business of Encounters

RE-IMAGINE!

Hello. You’ve reached the virtual home of Iain Carruthers. I’m a consultant and writer. Together with my network, I help people re-imagine how they go to market.

Re-imagining has the following rhythm: we pay close attention to what’s happening, ask provocative questions, develop a powerful sense of our future and encourage appropriate shifts to happen. The work happens face to face and on-line.

A former director with Interbrand and Added Value, my background is in marketing, sales and customer experience, and I hold a Masters in Organisation Consulting from Ashridge.

I’ll bring a direct, playful presence and lots of innovative ways of helping the conversation flow, ideas emerge and choices get made.

THE 60 SECOND VERSION.

November 18th, 2008

Criteria number one in acquiring a brand

Prof John Deighton escaping from the usual Harvard pointy head trap to explain how Quaker managed to lose more than a billion dollars on Snapple in four years. The play and frivolity at the heart of Snapple stood no chance in Quaker’s corridors. It wasn’t a story Quaker could ever tell - unlike Gatorade, so attuned to the achievement / performance ethos.  First criteria then: is there a home for soul of this brand, and not just its sales.

November 4th, 2008

Rent, don’t buy.

It’s gradually becoming easier. Cars and bags for a start.