- Sep 8, 2016
Mental availability or emotional CONNECTION
The argument for brands focusing on mental availability goes something like this. If you want people to choose your brand, it has to be...
- Aug 25, 2016
A glimpse of FREEDOM
There’s nothing like the first half of a holiday. Time stretches out ahead of you and slowly the stresses and strains of everyday life...
- Aug 4, 2016
Is brand DEVOTION a worthless aim?
There used to be a targeting model called the 4 A’s. Availables, Acceptors, Adopters and Adorers. The idea was simple. First, you decided...
- Jul 21, 2016
Who you calling a CONTROL freak?
OK, I admit it. I do have rather tidy bookshelves. My desk can look like I’ve finished for the day when I’m actually still working. I can...