A recent lively discussion about what vision and mission are got me thinking - with all the rhetoric out there, perhaps we need an easier way to navigate the maze of literature and meaning that has cluttered up these terms.

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I am often critical of "best of" or "most valuable" brand reports and lists. My biggest complaint is the predominantly financial focus to the exclusion of other, often more defining, attributes.

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After hanging tough for months, Cadbury has finally capitulated to Kraft – or more to the point, was made to capitulate to Kraft by institutional investors more interested in the short-term payout Kraft’s offer promised than the long-term good of the company they held shares in.

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Brand is first and foremost about inspiring people. And sometimes we can use a bit of extra inspiration, so I thought I would share a list of my favourite 10 places to go to be inspired, entertained and occasionally horrified.

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If you are starting a new business, I think the key ingredient to success, more than funding, more than ideas, more than planning and strategy, is passion. If you don't have that you'll never get past the grind. And, even more importantly in the early days, your passion is pretty much what you have to rely on to engage and inspire the people around you.

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This week I'm going to talk about airlines (again). Over the holidays we have seen both Qantas and Virgin Blue check-in systems come unstuck (for different reasons), Qantas union action and I am sure any number of other delays and glitches that are part- and-parcel of running a complex network of people, machinery and technology.

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If I could have a wish for 2010 it would go something like this:

 

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For the third year running, here is my roundup of 10 things that soared or soured and a few in between, for the brand year that was - 2009.

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• Vegemite
• Qantas
• Connex
• V Australia
• Brands

• Telstra
• ANZ
• Enjo

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A week ago, Westpac decided to take a bigger interest rate bite than everyone expected, with the explanation that it we necessary to "recoup their funding costs". The other big three banks took a few days to think it over and then variously stuck to the RBA rise (NAB) or split the difference (CBA and ANZ).

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• Westpac
• Gail Kelly
• Brand

• ANZ

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One of my favourite brand case studies starts a new chapter this week when responsibility for running Melbourne's train system shifts from Connex to a new firm, Metro.

Connex has been plauged with problems, but can Metro turn things around?

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