Richard Madden

Co-creation can be so much more than this

Richard Madden

Brands that are pestering disengaged consumers for ideas should look to John Deere to see what co-creation can really do. Something strange has been happening this summer. And I don’t just mean with the weather. Or last week’s spontaneous street parties. A multitude of brands have somehow assumed that I want to be part of […]

There’s precious little integration without consumer participation

Richard Madden

In the marketing village, the thing we call integration has been a hot topic of debate for at least a decade now. Despite this, there still seems little agreement over how best to plan campaigns across the multitude of marketing disciplines at our disposal. Thankfully, some much-needed fact-based analysis has now been published on the […]

Variety is the lifeblood of consumer research

Richard Madden

Today’s marketers seem all too ready to resort to focus groups, to the exclusion of other rich sources of insight into consumer behaviour. As time goes by and my nasal hair proliferates, the more disenchanted I become with the way in which marketers are using focus groups. Don’t get me wrong. I’m not against the […]

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The best form of innovation is simply doing things better

Richard Madden

The story of how Edward Stobart grew his father’s haulage business is a perfect demonstration of how to develop a brand. Two events in the past month – one tragic, the other rather more welcome – prompted me to think again about the nature of innovation. The first event was the death, at the age […]

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Why revolutionaries are the mother of evolution

Richard Madden

Brands can learn a lesson from the ’punctuated equilibrium’ academic theory that argues revolution is necessary. The phrase planners probably hear most often is: “We’re looking for evolution, not revolution.” But the more I understand about the way the world works, the more I realise that you can’t have evolution without the occasional revolution. The […]

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Charities have valuable lessons to teach commercial marketers

Richard Madden

Focus on effectiveness, long-term thinking, openness and behavioural economics has proved a successful strategy, says Richard Madden, planning director at Kitcatt Nohr Alexander Shaw. Like an old Harry Enfield character, I do a lot of work for charity, but I don’t like talking about it. I worry that my commercial clients will somehow see it […]

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When a little chutzpah goes a long, long way

Richard Madden

As many economies teeter on the brink, one small state continues to lead the world. So what has Israel got that others haven’t? Innovation is this season’s must-have. The economy may have avoided a double dip but consumer demand is taking longer to lift. The patient seems to have lost his appetite. Fresh, tasty morsels […]

Will the first round of consumer spending cuts be the deepest?

Richard Madden

HPI observes that consumers are becoming increasingly intolerant of a certain kind of advertising. In July, 56% of consumers agreed that ’spending money on expensive TV advertising is irresponsible in the current climate’. That’s up from 46% just six months previously. I’m sure this isn’t a reaction to all advertising. Indeed, I know from recent […]

Why we should make great play of the widening creativity gap

Richard Madden

Studies show that creativity in children is falling while IQ levels rise. This is bad news for our industry, and we shouldn’t take it lying down Few would doubt that creativity is one of the most important raw human ingredients of marketing. Which makes some recent news from the US more than a little disturbing. […]

It’s time to ditch CRM in favour of product relationship management

Richard Madden

As products become more upgradable their value chain will extend to several owners, so tracking their aftersales life will be critical. I’ve been thinking a lot about the afterlife recently. Not mine, you understand, rather the afterlife enjoyed by the artefacts we discard or pass on once we’ve finished with them. This may be a […]

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