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Mike Freedman's profile on Bizcommunity

Mike Freedman is founder of Freedthinkers (www.freedthinkers.com) which has offices in Johannesburg and Cape Town. Freedthinkers works with clients in the private & public sectors to understand what is, discover what can be & reach clarity on how to get there. He is also the author of monthly think-pieces on brands, culture & strategy, trustee of the Impact Trust, & a public speaker. Contact Mike at and follow @Freedthinkers on Twitter.
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Ads, mantras and Zen

[Mike Freedman] Many great brands have brand mantras that in a few words capture their spirit. The mantra is not a slogan - it is the golden thread that holds everything together, from what a company makes, to its hiring policies.

Posted 4 years ago | Like
Brand-building: 3D vision and Buddhist mantras

[Mike Freedman] Building a business and a brand is like firing a rocket at the moon. You don't aim at the moon, but where it will be by the time the rocket arrives. A brand takes years to grow, while the marketplace is never static and what seems an opportunity now can be an overtraded cul-de-sac within a few years.

Posted 4 years ago | Like
War of words

[Mike Freedman] The global financial meltdown is becoming trapped in clichés - as the first four words of my introduction typify. Every time there is a crisis, whenever change occurs, clichés proliferate and, if the clever writer isn't cautious, they soon start choking communication.

Posted 4 years ago | Like
Trust is not enough - Brands & Branding

[Mike Freedman] While trust is hard to build, it is easy to destroy. And when trust goes, so do profits. Johann Rupert once called a brand a trustmark and he is partly right. While trust is an essential element for a successful brand, it will not by itself guarantee success.

Posted 5 years ago | Like
Activists take on global brands

[Mike Freedman] Well financed, well organised and benefiting from shared best practices, activists are taking on the world's biggest brands, from Big Mac to Shell, from Nike to Ford. Brand-owners can no longer preach to the masses from a distance and expect to keep their faults hidden. One ad from the Rainforest Action Network (RAN) is worth 100 from Ford, which it targeted recently. The balance of power is changing.

Posted 8 years ago | Like

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