September 27, 2018

Coming out next month is a book called ‘Eat Your Greens’, with the sub-title ‘Fact-based thinking to improve your brand’s health’.   

   

Published by the Account Planning Group, it’s a collection of views from the great and the good of marketing opinion.

   

The editor Wiemer Snijders has also come up with a clever way to promote the book. He asked each c...

September 13, 2018

“You are, you’re always on your phone. You look at it as soon as you wake up and last thing before you go to bed. You watch TV with it in your hand. We can be right in the middle of talking and then there’s that alert sound and you go straight to it. You even unplug my phone before it’s charged up so you can charge up yours, which is really annoying. You’re definitel...

August 30, 2018

How do you think the global brand director of Häagen-Dazs, Jennifer Jorgensen, chose to describe the target for her brand’s big new repositioning?

    

A. Millennials

B. Adults who eat premium ice cream

C. The Instagram generation

D. The millennial inside everyone

E. Someone called Lily

    

If you said A, your eyes probably rolled as you answered. As com...

August 16, 2018

I’ve always thought of positioning as something you do to a brand. For me, the verb is better than the noun.

   

So if I’m looking for checks to apply or responses to explore, I try to think in terms of adverbs. For some reason, they all begin with a ‘C’.

   

But I can never decide which is the most important.

   

Often I reckon it’s clearly. To be clear, yo...

July 19, 2018

Back in the day, when ads were ads, you’d sometimes hear a quote that seemed to sum up strategic thinking.

   

“A difference that makes no difference is no difference.”

   

People were paraphrasing William James, one of the leading American thinkers of the late nineteenth century.

   

Interesting the quote was in the negative.

   

That’s because at the ti...

July 5, 2018

I’ve just been asked this for the umpteenth time.

   

So have a lot of other parents. They reckon there are often over 3 million people playing Fortnite at any one time.

   

It’s not hard to see why the game is such a phenomenon, particularly Battle Royale. Think of all the needs it meets.

   

At its centre, it’s really simple. Last-man-standing.

   

But...

June 21, 2018

I have to admit my reaction to hearing about the new LinkedIn campaign was a touch cynical.

   

They sum it up as: “whatever motivates and inspires you, we’re a community that helps you realize your definition of success”.

   

There was something about that swarm of buzzwords that made me run for cover.

   

Reading the insight behind it didn’t help, either....

June 7, 2018

For me, there’s only ever been one place to start in marketing.

   

It has to be the consumer. The purchaser. Whatever you want to call that. Customer focus. Market orientation. The person who may want to buy what you’re selling.

   

I'm battle-hardened to all the criticisms:

   

“People don’t know what they want until they see it.”

   

“Consumers don’t t...

May 17, 2018

Back in 2009, I wrote a piece for Marketing Donut, who offer advice to SME’s. The idea was to list the different questions that research can help you answer.

   

Just recently I found myself returning to the article, thanks to a prospective client who’d discovered it in Google’s basement.

   

See how well you think it’s stood up. A decade’s a long time in marke...

May 3, 2018

Marketing all comes down to changing people’s behavior.

   

Someone is either going to buy you or they aren’t. If they’re going to buy you no matter what, everything’s fine, just get out of the way. If there’s a chance they might not buy you, then try to do something about it.

   

But what?

   

There are many possible answers.

   

You may quickly decide t...

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