Marketing, branding & communications practice

In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the There are three criteria that guide consumer choices of one brand over another.

Wayne Hemingway charts 100 years of British advertising examining how we learned to sell.

Learn a framework for positioning research strategically in order to maximize its value and credibility for your organization or client.

Using "Design Thinking" to remove the separation between the creative and research process.

The 2019 Edelman Trust Barometer reveals that trust has changed profoundly in the past year—people have shifted their trust to the relationships within their control, most notably their employers.

Building empathy into your team's workflow.

Marketing: Love it or loathe it, business relies on it. Today's guest is a fellow marketer, Ethical Hour member and close friend of mine, Lucy Dowson, AKA Lucy With A Why. Lucy is a straight-talking, purpose driven direct marketer who isn't afraid to...

Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk "picking the fruit without watering the plant" and ignoring the long-term impacts.

Learn about perceptual set theory, and how incorporating these strategies into your website design can have a big impact on conversions.

Alexa & Laura talk to Shannon Toumey & Tory Shobe of Post Studios

The move comes after Heineken found that the 'Open Your World' messaging was no longer resonating with its target consumer, forcing a change in strategy to better appeal to millennials globally.

Clients ask us all the time to help them with the right characteristics for personas--which are essentially market segments.

This post follows on from the one about why ad delivery is so dominant in the digital domain. That post sought to identify why targeting and ad delivery needs to be far more nuanced, and take audience attitudes and emotions into account as well as more factual data.

The mismatch of content and screens is a much bigger problem than you think

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Employees notice hypocrisy.

You don’t need a 100-page strategic plan. Strategy is actually about making five specific choices.

Brand management is essentially meaning management.

Every CEO today is feeling the growing pressure to take a position on some social or cultural issue that has become mainstream in our partisan world.

In a previous post I mentioned that there were some disturbing trends lurking in WARC’s analysis of campaign trends from this year’s Cannes Lions. To my mind those trends say a lot about the sorry state of marketing practice today.

Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.

The unique circumstance when brands are in a house of brands but are not endorsed by the parent brand.

Brands need to spend more time bringing a consumer perspective to bear on their message.

Sometimes the best way for brands to get noticed is by blending in.

Brands must look for ways to link with the consumers extended self.

Marketers, like all humans, believe everyone is as interested in their work as they are, leading to ads that fall at the first hurdle by taking it for granted that they will be noticed.

Treating your customer’s problems as your own is a sensible way to strengthen your business. The first step in doing this, is to start thinking of your client and yourself as part of the same team.