YOU'RE BORING YOUR BRAND INTO OBLIVION..
I admit it. I’ve been neglectful. I’ve been so busy preaching about the importance of brand trust I’ve forgotten to tell you about what is arguably one of the most important ingredients for brand growth. IDEAS. You’re thinking “Duh”… Well OK but what was the last really good idea that your marketing...Read on
PROVOKE ME......DO IT, GO ON
Nothing is more sleep inducing than boring, sanitised “safe” branding – the kind that can only be created by committees, conservative clients and a total lack of imagination and courage. Ok maybe I’m being provocative myself – truth is a lot of companies don’t know how to be provocative with their b...Read on
IT'S THE ART OF SEDUCTION....APPARENTLY
I love Louis Theroux' observation that the more we separate from each other in society the more redemptive it is when we find small connections. He’s intrigued by the balance of seduction and sales that he sees in marketing and advertising. I love his acknowledgement of the importance of that emotio...Read on
THROW ME A FRICKEN' BONE HERE! DO THIS ONE THING TO IMPROVE MARKETING EFFECTIVENESS
It’s still happening. Short term thinking is killing your growth and marketing effectiveness. I know I talk a lot about trust, engagement and sustained brand growth but here’s the research from IPA to back it up. Resist the sugar hit and aim for sustained growth and the payoff is not just longer ter...Read on
FORGET THE PRODUCTIVITY CRISIS, YOU HAVE A TRUST CRISIS...
Not that we needed more, but the overwhelming evidence emerging of both a crisis in trust for brands as well as a growing importance, should be the number one focus for CEO’s and CMO's across Australia. But it isn’t. Instead, we’re still focused on cost cutting and obsessing over vanity metrics and...Read on
WHAT'S WRONG WITH YOUR "MARKETING"?
If you’re like most businesses then plenty. But let’s narrow the field a little with the help of the best contrarian in the game Prof. Mark Ritson. This great article in Mumbrella skewers modern marketers obsessions with digital, promotion and tactics at the expense of actual strategy, pricing, dist...Read on