BIG Transform

So pleased our strategy lives on….7 years later. The true test of good strategic thinking #brandstrategy #innovativethinking #longtermstrategy #branddriveninnovation

The Human Advantage in an AI-Powered World As artificial intelligence continues to develop at an accelerated rate, a fundamental question looms: What uniquely human skills will remain indispensable in an AI-enabled future? Rather than viewing AI as an existential threat to strategy and innovation, we see it as an indispensable tool to amplify human-led insights. AI's prowess at recognising patterns across immense datasets can reveal powerful collective truths. However, humans are by nature emotional, driven by subconscious cognitive biases, contextual and cultural influences. It's the role of skilled strategists to interpret those findings through an empathetic, moral and socially-attuned lens. Combining behavioural neuroscience with AI's quantitative horsepower allows us to deconstruct the “why” and sharpen insights across customer journeys. In essence, while AI will no doubt revolutionise how we develop strategy and deploy brand experiences, the most vital element will remain the uniquely human capacity to contextualise data with intuitive reasoning. As AI's proliferation accelerates, those skilled at this duality will be prime architects of the brands solidifying an enduring relevance. #AIinStrategy #BehaviouralNeuroscience #BrandStrategy #StrategicInnovation  

Today on World Happiness Day, it’s fitting that we apply our #BrandHappiness theory to the country that has for the 7th year running topped the #WHO #HappinessReport as the happiest in the world. Which begs the question is happiness rooted in pragmatism or wild aspiration? Are the Danes right in saying ‘Happiness is what exists between too much and too little’? Your thoughts as always welcome?! #brandhappiness #worldhappinessreport #worldhappinessday #culture #brandstrategy #transformingculture #brandstrategy #WorldHealthOrganisation #happiness

This is consumer-centric brand strategy at work.    The magnetic wall mount feature of London-based startup SURI’s sustainable toothbrushes was designed to free up counter space and avoid the ring of grime left on your sink by other electric toothbrushes. However, this is more than just a nifty feat of design. It’s also a message to SURI’s consumer: ‘We understand.’    True Brand Happiness comes from a deep-rooted comprehension of the minutiae of your consumers’ lives. And solving for the smaller, everyday problems can often create the most tangible impact.    Approaching all elements of your brand, from aesthetics to product experience, through a consumer-centric lens will earn trust by creating a sense of camaraderie - “We’re in this together”.    It’s no surprise, then, that consumer-centric companies are 60% more profitable than companies not sufficiently focused on their consumer. (Deloitte & Touche report Jan 2024)    Commitments to causes such as sustainability naturally feed into the wider Venn diagram of Purpose. But Brand Happiness in its purest form comes from a commitment to your consumer; to making the biggest difference to even the smallest parts of their lives.    As Tim Cook, CEO of Apple, put it: “Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine life without it.” #happiness #brandexperience #innovation #consumercentric

We are delighted to hear about Essity's ranking as one of the world's most sustainable companies. This is a testament to their commitment to bettering our everyday world through their brands, and we have been privileged enough to have witnessed this first hand through our work with the Essity team. Congratulations, Essity! #innovation #sustainability #collaboration #brandgrowth

AI has the ability both to expand on human knowledge, and override it in worrying ways. When access to information is instantaneously given through LLMs, do we lose sight of the power of human creativity and capability? #AI #LLM #creativethinking #innovation #humanexperience

🎉 A Special Shoutout to the Bombay Sapphire Team 🎉 As we settle into the New Year, I can't help but look back at the wonderful surprises the past year brought us.  Among these, a standout moment was receiving an incredible gift from the team at Bombay Sapphire during Christmas (See picture below). It's not just a testament to their brand’s elegance but also of their commitment to creating memorable experiences. Our heartfelt thanks to the entire team at Bacardi Emiliana Vidali Nadia Zohhadi Anne Le Blond Marvin Dez Katie Ryan Eva O’Connor #bacardi #bigtransform #strategy #2023 #limitededition #premiercru #premium

Breaking the Silence: The Alarming Decline in Happiness Among Young Women The past 15 years has seen the advent of innovative advances in technology and healthcare. From ChatGPT to the expansion of the Metaverse, there is a wealth of possibilities at our fingertips. Yet, the sobering reality is that happiness in young girls has plummeted to an all-time low over this period, according to a recent survey circulated by The Guardian.* One key cause behind this decline, unsurprisingly, is the growth of social media. 81% of girls aged 11-21 in the UK have experienced upsetting or threatening behaviour online (up 16% from 2018), in the forms of self-harm or suicide-related content to unwanted sexual images. Perhaps the scariest of statistics is that a quarter of 7-10-year-olds have already experienced online bullying, with one fifth of girls in this age bracket reporting comments being made about their bodies. It is no surprise then, that the steepest decline in happiness has occurred in girls aged 7-10, dropping by half between 2009 and 2023. Now, more than ever, brands have a moral obligation not only to safeguard but to deliver authentic happiness to consumers. This all begins with fostering trust – by delivering on a purpose that is deeper-rooted than just a product offering, a purpose with human happiness at its heart. Your target market doesn’t need to be young girls for this to resonate. The children of today are the consumers of tomorrow. It is down to brands to help build a world that these consumers feel happy to live in. #brandhappiness #brandpurpose #brandpower #happinessmatters #girlempowerment #nextgen *Original survey carried out by Girlguiding.

So happy the team BIG Transform were able to be part of the journey. The role of #progressivepremium is fundamental to a modern take on #masstige #innovation #tranformation #transformingbusiness #creativestrategy #creativemarketing

What price happiness? For decades, society has taken the position that the workers most likely to succeed are those willing to compromise on both time and mental load to prove their willingness to stay ahead. This is a mantra that corporations have long perpetuated. The pandemic has forced a different modus operandi, fostering a workforce that embraces a work-life balance. In fact, personal sacrifice has been proven to be the enemy of progress. A recent study by ‘Tracking Happiness’ in 2023 found that flexible working can increase employee happiness by up to 20%. And a further study by ‘Social Market Foundation’ found happy employees to be 20% more productive. There is a clear correlation between happiness and success. Today, faced with the economic crisis, companies who are responsible for the brands that permeate every facet of modern-day living, would do well to understand the value of this equation. Organisations spend a lot of time figuring out purpose for their brands, but surely, these sets of values, designed to engage consumers, need to be reflected in the internal philosophy. A brand that only promotes its values outwardly and doesn’t pay attention to its internal messaging, is little more than an empty vessel. For example... Your brand is communicating to consumers that it is inclusive and benevolent, but your culture discourages asking for provision of childcare. Your brand is about socialising, but the business is missing a forum for communication. Your brand champions peace of mind, but your employees fear for their jobs. ...it may be time to reappraise your organisation, in the image of your brands. Because an organisation that cannot ensure employee happiness in its various guises, cannot expect to be credible in delivering Brand Happiness. How well does your organisation reflect its brand values in its culture? #brandhappiness #employeehappiness #brandvalues  #modernworkplace #success #happiness