A new study claims that it is usefulness, not being desired, liked or talked about, that will make your brand the one of choice. I’ve just returned from a short fact-finding trip to New York. As the plane climbed out of JFK, I sank back into the shareholder-friendly luxury of my Premium Economy seat and […]
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 […]
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 […]
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 […]
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 […]
Don’t trust the perceived wisdom about Baby Boomers – we’re being led up the garden path by mass generalisations.
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 […]
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 […]
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 […]
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 […]
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. […]
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 […]
A new book that attempts to deconstruct long-held marketing theories provides food for thought with a bitter aftertaste
The most successful cross-selling programmes are powered by a real understanding of what the customer needs
Direct response testing should be enjoying a golden age, but marketers continue to give it the cold shoulder