Reading Time: 3 minutes We need to move on. That’s my take-out from a piece by Tara Walpert Levy – spotted and brought to my attention by the ever-observant Jeremy Dean. We need to move on from a mind-set based on reach and drop-off, and replace it with one centred on engagement and accumulation. “Historically, our media plans have […]
Tag: customer experience
The real secret to B2B pitching: being connective
Reading Time: < 1 minute It’s easy to look at your pitch and to be pleased with your work; to feel that it has captured you perfectly and expressed what you are about and what you have to offer. It’s also irrelevant. Because, to be blunt, no-one’s as interested in your pitch as you are. They’re really only interested in […]
How does a brand make a great brand promise?
Reading Time: 4 minutes As marketers we take brand promises for granted. We just accept that every brand in its right mind has one and that it is committed to keeping it. As consumers, we have no such awareness. We don’t wander around with the strategies of our favourite brands on our devices checking that, wherever we see them, […]
Brand experiences as coincidences
Reading Time: 3 minutes Marketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognised. Think about the almost coarse way in which airlines greet their frequent fliers – with a bunch of features dressed up as privileges and a tiered recognition […]
The future for iconic brands
Reading Time: 4 minutes Familiarity is something every marketer craves for their brand. They want the marque they are responsible for to be known, asked for, a household name. But does icon status in and of itself guarantee anything anymore?
The fast and slow pace of brands
Reading Time: 2 minutes In a market filled with possibilities, there is power and focus in constraint. I pressed this point home recently in a discussion on why brands can’t just continue to add to their visual language. The argument I was getting – we need an extended palette to show the diversity of what we do and to […]
New brand conversations
Reading Time: 4 minutes Nice piece on the Adidas campaign (thanks for sharing, Dan Ball) draws attention to the need for brands to shift from talking up their products to talking with their customers about the things that matter to them. In this case Adidas puts Luis Suarez out-front and uses the occasion to start a discussion on people’s […]
Make your brand useful before you make it amazing
Reading Time: 3 minutes It’s tempting to believe that every brand must be vastly different and that every opportunity to push the boundaries should be taken if the brand is to win. But is there a case for normality that we’re missing here? Should, as Jay Bauer has suggested, brands stop trying to be amazing and just get on […]
Introducing experiences to on-demand brands
Reading Time: 4 minutes The sharing economy is substantial. Uber’s valuation just hit $50 billion. Airbnb is valued at around $20 billion. And Entrepreneur believes the sharing economy’s size in five key sectors will reach 335 billion by 2025. As this article explains, “The catalyst behind the sharing phenomenon are technology platforms—big data and mobile—allowing consumers to share anything, […]
Brand accuracy – transparency vs disclaimers
Reading Time: 4 minutes Disclaimers are everywhere. From the websites we visit to the products we buy and the ads we watch, the terms under which consumers read and receive are carefully wrapped in legal bubble-wrap to protect brands from liability. In an age of transparency, such disclosures seem prudent and very much in keeping with the demands of […]
Linking brand, reputation and products
Reading Time: 4 minutes Marketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest […]
Inverting the brand story
Reading Time: 3 minutes The case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act.