Most old brands are encumbered by legacies of bad practice – but for a few, newer challenger brands, there is an opportunity to transform those categories with particularly dire track records.
Tag Archives: brands
Content marketing – is it right for your brand?
Sir Martin Sorrell has made his first investment at his new company in a shop called Media Monks- which “is a creator of agile and dynamic digital content” What Sir Martin does, the industry talks about. So, let’s not break the habit of a lifetime Is this a hot investment ? Why is Content anContinue reading “Content marketing – is it right for your brand?”
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)”
Are things really getting quicker and quicker ?
‘Tis the season to hear the rousing voice of Noddy Holder in a retail environment wishing us a Merry Christmas and for marketers to opine that this year, as in all previous years, change is getting quicker and quicker. If this was true then by now change would be so fast that our eyes wouldContinue reading “Are things really getting quicker and quicker ?”
Experience/Service innovation through tech
Just back from the Marketing Society Annual conference where much of the talk was about how technology +data are leading to innovation. It’s all about brand building through better more personal experiences, services and speed of new products to market ( with advertising getting barely a mention.) What are good examples of this? Here is oneContinue reading “Experience/Service innovation through tech”
The death of demographics and its consequences
Age and social class are no longer a reliable way to predict to beliefs and buying habits. Identities and tastes are fluid. In truth they may always have been but now the anonymity/freedom of city life means now we feel more liberated to express who really are.People from conservative cultures like China and India hankerContinue reading “The death of demographics and its consequences”
Coca Cola and the doctrine of happiness
Drive north out of Kampala in Uganda and you will come across many signs like this one – Coca Cola has sponsored a local school and given the school a Coca Cola sign. A example of commerce invading people’s lives and landscapes you might think? But on reflection I think not. It is (asContinue reading “Coca Cola and the doctrine of happiness”
Why we need stories
One of the shortest explanations of our profound need for stories comes from EM Forster, with these two lines “The King died , and the queen died” ” The King died , and the queen died of grief” The first line plays to our deepest fears – that life is just a series of randomContinue reading “Why we need stories”
Islam and a sense of belonging
I do feel watching the British media that there is often a failure of empathy in our discourse about Islam. So here us my attempt (inspired by the pleasure i have had from visiting Pakistan and the British Museum’s exhibition about Hajj last year) to explain the appeal of Islam in terms that a westernContinue reading “Islam and a sense of belonging”
Islam simply has better marketing
When the history of the 21st century comes to be written one big theme will be the rise and rise of Islam. A complex issue of course but to a marketers eyes there is a simpler truth: Islam is based on much better brand marketing principles. By this i means it has much better ideas aboutContinue reading “Islam simply has better marketing”