For the 20 anniversary issue of Market Leader I looked back to the predictions made by The Economist in 1998 (what did they get right and wrong ?) and brought it up to date with 2018 predictions. Looking back was fascinating – The Economist got a lot right but on a couple of things theyContinue reading “Predictions for the year ahead”
Category Archives: brands
How consumer culture is changing
At the privacy of our own keyboards people give up all sorts of interesting insights into what they want – and no data source is better that search. So.. Google trends is always worth a look – as well as Think with Google for a barometer for changing consumer culture- and therefore what people nowContinue reading “How consumer culture is changing”
Techlash: mood music for 2018
The idea that Big Tech has really evolved into over-powerful “Tech behemoths” has been gathering strength in 2017 – and not just in the protectionist minds of the EU The seminar book – that makes the case for break up- is Move Fast and Break Things by Jonathan Taplin and is my business book ofContinue reading “Techlash: mood music for 2018”
A tale of pickles, puppet shows and Punjabi wrestling
Memories of my recent visit to Karachi and Lahore, at the invitation of Pakistan Advertisers Society, to run my seminar “Brand Building in the digital age” This piece has just been published in the latest issue of Market Leader and is reproduced with their kind permission. Article hereSaunders Plus pics of “The welders”,”The landlord”, andContinue reading “A tale of pickles, puppet shows and Punjabi wrestling”
Brave
was the big idea of this year’s Marketing Society conference. It proved an inspirational platform. A great conference theme- credit must go to new CEO Gemma Greaves and her team. This being an individualistic culture (and age) stories were often told as personal triumphs over fear, especially in extreme sports (a big theme of theContinue reading “Brave”
More from the insights treasure trove
Beats by Dre won a gold in the APG awards with what, I think, is a great piece of advertising thinking. The brand and the agency (R/GA) may be super hip, yet the thinking is classical. The brand found a fresh, simple and easy to understand emotional promise and dramatised it brilliantly – the ideaContinue reading “More from the insights treasure trove”
An insight treasure trove (that all strategists should read)
Top news. The 2017 APG awards book is out. Reading it is one of the best “strategy workouts” that a planner can do. So, that’s what i am going to do – and i am going to use it illuminate what we mean by that much used word – “Insight”- and how it helps unlock greatContinue reading “An insight treasure trove (that all strategists should read)”
What’s not going to change
Here is my counter-blast against the (much promoted) idea that everything in marketing is changing. It is just published in the new issue of Market Leader – the strategic marketing journal for business leader. It is reproduced with their permission. Subscribe at http://www.warc.com/bookstore Saunders final
Bad leaders and their impact
Was the theme exposed and discussed in a new style seminar (called Bad leader) that has been launched by the Marketing Society’ new CEO, Gemma Greaves. 50 or so society members sat in the round in a session moderated by leadership expert and coach Steve Radcliffe. Two people shared stories of being on the receivingContinue reading “Bad leaders and their impact”
Predictions you can make with confidence (1st of a series)
We will be eating a lot of fruit and veg in the next 10 years The forces that will make even more of us “demi-veg” (or even vegetarian) are a powerful combination of the personal, environmental and economic. Plus, anything that Jamie Oliver champions is likely to go mainstream. “I’m going vegetarian 3 timesContinue reading “Predictions you can make with confidence (1st of a series)”