June 9, 2016

Killer name, Byron Sharp, isn’t it? Passionate, self-destructive Romantic meets rapier wit that will cut you to shreds.

 

Ever since his book, How Brands Grow, came out in 2010, Sharp’s influence in marketing has been increasing. It’s now even prompting a debate on whether we’ll soon see the end of segmentation, targeting and positioning as we know it.

 

For those of you...

May 26, 2016

Back in April, we saw a puppy running loose on a train station platform. A black Labrador, no more than 4 months old, bouncing around on its oversized paws. There was a boy chasing after it. “Must have slipped off its lead,” we thought.

 

Then we noticed the boy was actually trying to feed it some left-over burger. The dog seemed more interested in saying hello to...

May 12, 2016

Let’s start with 'insight’. Everyone in marketing agrees you need insight. So how come if you ask for a definition, everyone gives you a different answer?

 

When the word first surfaced around brands, there was an attempt to give it a specific meaning. Diageo defined it as 'a penetrating discovery into consumer motivations applied to unlock growth'.

 

That worked for a t...

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by RICHARD BROWN

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