Category: brands
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Method In The Madness
Good case study from Tom Fishburne whom you may know as the creator of the excellent Brandcamp cartoons, but is otherwise employed as the Marketing Director for Method. I like the approach that in a recession, people may well want to trade down in price but they also want to trade up in value: “Everything…
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Modern Branding
Good concise presentation from Adrian at Zeus Jones who, as I've said before, really do get it. This reminds us not only how prescient John Grant's thinking was and is, but also finishes by questioning whether it's possible to create truly different products with the same processes, disciplines and people, and even whether our customers…
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The Death of Customer Service
TIME magazine is running a feature on "10 Ideas That Are Changing The World". Alongside some pretty big concepts around sustainability, "reverse radicalism", geoengineering, and the impact of ageing populations, they highlight the unstoppable rise of self-serve technology citing such joys as supermarket self-scanning and self-checkout, movie ticket kiosks, airport self-check-in and even ER check-in…
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On Brand Utility
Image courtesy I like this from Zeus Jones: "To me, marketing as a service is an operating philosophy – not a deliverable. It’s a school of thought around how business success and customer care/acquisition can be achieved. One shouldn’t deliver branded utility as a part of an integrated campaign or even as a campaign per…
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A New Way To Be Good?
Image courtesyI heard on the radio this morning that today was apparently meant to be the most depressing day of the year (happily I’m not feeling it). So in trying to think about more uplifting subjects, I read about the strategic launch of Google’s philanthropy venture Google.org. Led by the rather wonderfully named Dr Brilliant,…
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Losing Control
Image courtesy Change is difficult. Especially when in just about every way, the change needed to happen represents a fundamental revision of the way in which things have been done. And done for a long time. We are "Flipping the Funnel". It takes a huge emotional investment right from the top when you do that.…
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Comms, Radiohead And The NME
I did a talk with a big creative agency yesterday. I took Conor McNicholas, the editor of the NME, in with me to talk about the ever-changing music industry. The parallels with the comms industry are considerable and relatable. Both are witnessing challenges to established business practices and traditional modes of distribution, both are witnessing…
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The Gentle Touch
I saw a presentation this morning by self styled "chubby grocer" (great moniker) Mark Price, MD of Waitrose. There was something quite unique about the way he described the approach they have to their communications. It’s been about 10 years since Waitrose ended their advertising drought (for about 100 years the partnership believed that investment…
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Redefining Marketing
MAD posted on Friday on the Chartered Institute of Marketing’s attempt to redefine the role of marketing. Believe it or not, the CIM’s definition of marketing has been the same for over 30 years. It was way back in 1976 (the same year as Chopper bikes, Punk, The Muppets, Starsky & Hutch cardigans, and the…