Marketing, branding & communications practice

By 1980, IBM had hit an inflection point. It had already missed out on the minicomputer revolution. Now, with new, even smaller “microcomputers” evolving into a growing market, it was about to miss…

Whilst large-scale changes in population behaviour are required to reduce the transmission of the SARS-COV-2 pandemic virus, the emergency context is not conducive to the sort of careful communications planning that would normally be required to meet such a task. Rapid strategic communications planning in a pandemic by governments is, however, possible and necessary. Steps include setting up a dedicated communications task force, mobilising partners and resources, developing a creative brief and theory of change and overseeing the creation, testing, roll out and revision of content. In this short guide we argue that a minimum of strategic planning can be undertaken rapidly, and that good use can be made of simple principles of behaviour change, even during pandemics. Our aim here is to provide a blueprint that governments and their partners, especially in low-income settings, can follow to design, coordinate and resource national communications efforts to combat the COVID-19 pandemic.

Research shows how "aha moments" affect the brain and cause the evolution of creativity.

Care, creative thinking, and new tools can address customers’ acute needs today and forge stronger ties and a better customer experience during coronavirus and after.

Brands reaching for quotes of their past advertising successes hints at our continued failure to think about the future and start investing in assets for the long term, argues Faris Yakob.

London became the first National Park City, employing the help of volunteer City Rangers to cultivate urban greening and foster a wilder and healthier city.

In business, storytelling is a method of pursuasion. Rather than presenting facts and statistics the storyteller uses stories to get a point accross.

A quick word of advice if you’re trying to explain the value and concept of community. Show them, don’t tell them. Show them another, similar community. Highlight how it works. Highlight the value they get from it. Highlight what will be... #communitymanagement #onlinecommunities #onlinecommunity

Learn from Head of Inclusive Design Christina Mallon on how to create more accessible and inclusive marketing materials in 2020.

Green or eco branding doesn't always work. Here are four ways to get sustainable branding right--and do right for the planet while still bringing in a healthy profit.

Learn the most effective times to send your email marketing messages as part of a campaign.

Behavioral economics, it seems, might just have a bias problem of its own.

As a long-time cord cutter much of my real-time TV exposure happens in a hotel room, and, OMG, most ads these days seem to expect an immense amount of interest and attention from the audience. What are their creators thinking?

Food delivery app Deliveroo always seem to have something cooking. Search for their newest ad and Google will return a host of stories about wild stunts and marketing ideas

Adaptive marketing enables brands to create more personalized & authentic relationships with their customers, based on the feedback from various data points.

Social media has been a key part of digital marketing, but usage is declining, especially among Gen Z and Millennials. Here are ways marketers get their attention without using social media.

Marketers 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.

Faris Yakob delves into the WARC Effective 100 to discuss the ways brands are innovating in the face of increasing advertising volumes and decreasing consumer trust.

Re-focusing on experience innovation, rather than product innovation may seem daunting at first, but it is well worth the risk.

There’s an old Chinese story about a farmer. One night, one of his horses runs away from the farm. The neighbours sympathise with his

On this episode of the Actionable Marketing Podcast, Karen Martin from TKMG explains how clear communication and processes improve marketing performance.

Exploring what community and messaging around brand purpose translates to in public perception.

Perhaps the most dangerous split in branding is between what brands say and what they do. What brand owners often fail to understand is that the validity Perhaps the most dangerous split in branding is between what brands say and what they do.

Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest. In my upcoming book: Brand Hacks – How to Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

Social networks promise an audience in exchange for your list; this price is too great. It’s time to write your own deal.

Alexa & Laura talk to Citia Founder & CEO, Linda Holliday

In the wake of Gillette's latest ad confronting toxic masculinity, the use of controversial advertising has stoked, well, controversy. But when executed properly, controversial ads can be an unexpected, emotional delight that can deepen your connection with your core audience and help you reach new audiences.

Customer participation is much more than customer engagement. In today's business landscape, customer participation, in the form of co-creation, is how a brand builds true customer trust.

While many brands compete in the yoga and fitness apparel space, Lululemon has positioned itself as an industry leader by building community around its brand. The apparel company has cultivated a loyal following, connecting consumers with the tools and experiences …