How To Build An Ecosystem Strategy – Disruptor League
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…
Strategic Thinking in a Pandemic: A Blueprint for Government-Led National Hygiene Communication Campaigns to Combat COVID-19
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.
Adapting customer experience in the time of coronavirus
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.
Hindsight is so 2020: Why advertisers are doubling down on nostalgia | WARC
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.
Become a Ranger in London, the First National Park City
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.
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
Sustainable Branding: Why Leading With Green Misses the Mark, and What to Do Instead
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.
TV ads must make an impression with people not ready to buy today
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
Build Adaptive Marketing with Psychographic Branding
Adaptive marketing enables brands to create more personalized & authentic relationships with their customers, based on the feedback from various data points.
Millennials and Gen Z Are Using Social Media Less: Here's How to Earn Their Attention and Loyalty Now
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.
Great marketers don't sell dreams, they sell realities
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.
Why the most effective ads don't look like ads | WARC
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.
How Ambiguity Strangles Your Marketing Performance With Karen Martin
On this episode of the Actionable Marketing Podcast, Karen Martin from TKMG explains how clear communication and processes improve marketing performance.
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.
Should Your Brand Use Controversial Advertising? 5 Examples to Help You Decide
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.
How Customer Participation Builds Trust in the Age of GDPR
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.
How Lululemon Builds Community To Create an Iconic Brand
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 …