Stop ‘nudging’ customers and pay attention when they nudge you
Helen EdwardsBrands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Helen Edwards
Your employer brand means just as much to consumers
Helen EdwardsNow may seem the right time to prioritise customer-facing brands, but in this crisis your employer brand is critical to staff motivation and consumers’ perceptions of your company’s ethics.
Don’t expect a slogan to make your brand famous
Helen EdwardsIt’s true that a strapline can give a brand fame and mental availability, but only if it’s a great one, which gets harder to achieve as time goes by.
Localism’s potential is limited by the scale needed to innovate
Helen EdwardsThe pandemic has accentuated consumers’ already strong affinity for local brands, but innovation budgets remain big brands’ advantage.
1 Comment
Coronavirus offers big brands the chance to think like a ‘re-startup’
Helen EdwardsActing like a startup is never usually realistic for large corporates, but the Covid crisis now requires these companies to reassess many of their first principles.
Irreplaceability is the ultimate goal of a brand
Helen EdwardsAs marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
4 Comments
B2B marketing is hard, as those who cross over know
Helen EdwardsB2B marketing can be great because the size of the opportunity is great but marketers must also realise it is a test of both flexibility and endurance.
Embracing doubt helps you do things differently
Helen EdwardsIf you are wondering whether you have the confidence to make it in the marketing industry, remember to listen to in-vogue marketing mantra less and the consumer a bit more.
Marketing’s claim to the C-suite is more than strong enough
Helen EdwardsMarketing is infuriatingly hard to articulate, and apt to languish unnoticed and unappreciated by those in harder-edged corporate roles. It can, however, make the difference between a corporation and its brands hobbling along the ground or soaring up into the stratosphere.
Here’s what I hope will change in 2020
Helen EdwardsA change of decade carries with it a weight of hopes and predicted changes. Here’s my wish list of the ways I hope marketing will be better in 2020.
1 Comment
Even the simplest metrics require forensic analysis
Helen EdwardsMarketing metrics have a tendency to tell you how you’re doing without telling you what to do and to exist within something infinitely more complex.
2 Comments
‘Buccaneering’ British business is just a political fantasy
Helen EdwardsWhy are British politicians so content to use the language of pirates to shed light on business?
1 Comment
Great marketers don’t sell dreams, they sell realities
Helen EdwardsMarketers who incorporate data into storytelling to explain the ‘how’ as well as the ‘what’, ‘who’ and ‘why’ will have a far greater chance of engaging listeners.
Marketing needs to go back to extreme basics
Helen EdwardsBefore climbing up the benefits ladder marketers need to focus on getting the simple things right.
Being a ‘me-too’ brand is more desirable than it sounds
Helen EdwardsIt’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.