Gareth Kay, a Partner at The Intangibles and a veteran in the creative industry, shares insights on leveraging intangible assets for brand success. He emphasizes problem-finding over problem-solving and the significance of brand behavior over mere storytelling. The conversation highlights the challenges brands face in the age of AI and the importance of crafting positive narratives. Gareth also discusses the macroeconomic forces influencing businesses today and how collaboration can unlock immense value. His extensive experience provides a fresh perspective on modern brand strategy.
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Career Journey
Gareth Kay's career began at TBWA, working with diverse teams in advertising.
He transitioned from advertising to client-side roles, seeking greater impact on businesses.
insights INSIGHT
Intangible Asset Growth
Intangible asset value is growing rapidly, making brand management crucial for CEOs.
This shift elevates marketing's importance in driving business growth and boardroom strategy.
insights INSIGHT
Silos Hinder Creativity
Silos within organizations hinder collaboration and the collision of skill sets.
Colliding skill sets, like strategic rigor with creativity, is key to creating something new.
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Tom Chatfield's "Wise Animals" explores the complex interplay between humanity and technology, challenging the common narrative of technology as a purely threatening force. The book offers a nuanced perspective, suggesting that technology is neither our master nor our victim, but rather an integral part of our being and our future. Chatfield argues that the relationship between humans and technology is reciprocal, and that our future, as well as the future of technology, rests in our hands. He encourages a more humanistic approach to technological development, emphasizing collaboration and understanding. The book promotes a thoughtful consideration of the ethical and societal implications of technological advancements.
What Art Does
What Art Does
Bette Andrias
Brian Eno
Series Five
This episode of The New Abnormal features Gareth Kay, Partner at The Intangibles 'the transformation consultancy for the intangible world'. He's spent over two decades working in, and learning from, some of the best creative companies in the world.
In that time, Gareth realized there is no ‘one way’ to shape and deliver valuable brands that create sustainable demand, but there are some principles that hold true: that problem-finding is at least as important as problem-solving; that being interesting is as important as being right; that great brands are built by their behavior not just their narrative; that the biggest risk facing many businesses is the false division between ‘brand’ and ‘product’; that a strategy is only as good as the work it delivers.
(By the way, he makes a return to the podcast, having been one of my first guests when I set the series up, back in 2000 during the first weeks of the pandemic).
Gareth has earned himself a stellar reputation in the marketing world, and in this interview he discusses leading-edge thinking about the business context of today and how to unlock value for the world's most ambitious equity firms and brands...
The New Abnormal 
