How To Write A Tagline That Transforms A Business
The formula for creating a business that will succeed in today’s post-advertising marketing is pretty simple. Firstly establish a coherent purpose for your business (and contrary to popular wisdom this doesn’t have to be anything particularly worthy, it just needs to be reasonably exciting and unique). Secondly, take that purpose and use it to develop […]
Do marketing departments stand in the way of great marketing?
This piece first appeared in Management Today. Type Coca-Cola into Google and you get 160 million results. Being extremely charitable, Coke probably didn’t create more than 1% of that information, meaning that the genuine life of the brand exists entire out of its hands. As Jeff Bezos said, your brand is what other people […]
Why brands struggle with ‘purpose’
This piece first appeared on CIM Exchange. There’s only one thing more common than brands talking purpose these days, and that’s brands without one. Keith Weed, CMO of Unilever, made an impassioned call in The Guardian recently for brands to place purpose “at the core of the brand, driving everything it does”. But those […]