Why are most brands unable to convey a feeling of personalised attention? Are big brands just lazy, expecting customers to fall into their laps?
I was on the London Underground the other day and overheard two Americans commenting about a football game they had seen on the TV the previous afternoon.
I am always intrigued by the calls I get from headhunters. You know they are promoting an obscure brand when they talk up the vacancy and the package, but avoid the question about which brand you will be marketing.
With less than a month to go before the general election, the outcome for most agency people is perhaps of little consequence but for clients it is a big deal.
I read an interesting article the other week about the attitude of the UK public to digital services – that is, doing their banking, shopping and tax return online rather than in person or using a paper form.
Although we made a bold step to hire a new senior marketing manager from outside the company, we probably should have stuck with our ‘building within’ strategy.
We all want respect from our colleagues and customers, even Apple yearns this despite its success, so go out of your way and say thank you to someone every day.
I have always had a passing interest in history, and more specifically keeping records for future generations.
I recently presented a paper to the company board about the need to invest more in our brand.
Every marketing director knows not to upset their boss. Second in line on that list should be anyone on the finance team, followed closely by human resources, especially near the time of salary reviews.
Standardisation to save money is all well and good, but in an age when most brands are diversifying their portfolios it may be a step too far.
Discounters Aldi and Lidl wiped the floor with the big four supermarkets during the Christmas period, so it was music to my ears to hear that the big four will be changing tact and focus on customer experience to bring back the crowds.
Why is it that customer loyalty doesn’t pay in the finance sector? It might make business sense to attract new customers with great deals but the sector needs to realise it’s not good for brand building.
As Christmas fades into the distance, I reflected on two festive marketing approaches that couldn’t have been further apart in terms of success. One that was simply appalling – Christmas cards and messages, and one that was a masterpiece – Paddington, the movie.
This is probably my favourite time of the year.