Have you used the brand strategy that works as smoothly and effectively as a judo move? I like to think of the judo move as strategically positioning your brand by de-positioning an alternative brand.

The past few weeks have seen tech giants Facebook and Google grabbing headlines with their divergent responses to the Australian Government’s new media code, which has now become law. A lot has been said on the subject, with arguments made for and against the response from both sides. No matter which side you take, though, it’s pretty clear that Facebook has emerged as the loser in this narrative from a brand perspective.

Headlines aside, how did a brand with the might of Facebook come off second best in this situation?

Consumerism has brought us a multitude of choice. And technology has ushered in the information age. Yet, instead of reveling in this veritable playground of both options and access, we have instead entered the tricky-to-navigate age of attention economics.

A crisis can become an opportunity if you simply change the way you think about it. Amid the chaos of 2020, there’s no better time to see your brand through fresh eyes to tell a bold new story.

As an experienced brand and marketing leader; Narrative founder Jane Villeneuve has built, nurtured and grown an international portfolio of reputable brands which has seen her call London, Milan and Sydney her home. Here she sits down with Rag Trader to share some a few lessons she learnt along the way.

“No Small Plan” from Thankyou is an emotional rally cry, boldly calling consumers to a cause. As co-founder Daniel Flynn says in this goosebump-inducing video, it’s not a story of David versus Goliath, but there’s a certain play on the fable in the hope of delivering a fairy tale ending.

It’s a question many marketers are asking: is brand purpose still relevant in 2020? Here, we plead its case and unpack why your narrative requires clear intent to positively impact not only your communications but your bottom line.

Brand and marketing expert, Jane Villeneuve, is rapidly redefining what the traditional brand consultancy looks like in 2020.