News + Thought

When it comes to selling, facts are good, emotions are better – but emotional facts are dynamite

Essentially there are two ways that most brands approach advertising. First we have the “rational” approach, the approach which seeks to sell with a reasoned argument using the features and...

A business should be a creative brief

A creative brief - for those lucky enough to have never worked in marketing - is a document that advertising agencies give to their creative teams to prompt them to create exciting, on-message...

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...

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...

How do you predict trends after one of the most unpredictable years?

This piece first appeared in Campaign. So, that was 2016. Not exactly a great year for fans of the status quo. Chances are you saw a few things you regarded as unimpeachable fact burned to the...

Has the internet made advertising redundant?

This piece first appeared in Campaign. 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,...

Why tomorrow’s CEO will come from marketing

This piece first appeared in Management Today. Marketing and finance are generally seen to sit at opposite ends of a spectrum. From the substantive to the shallow. The vital to the optional. The...

An introduction to basic

This meaty read is a great place to start to exploring basic, the process of creating interesting companies for a post-advertising age.  It is an extended version of a piece that first appeared...

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...

Forget 2016, Here Are The Trends of 2028

This piece first appeared in Marketing Magazine It’s predictions season. And as we read once again that this year really will be the "year of mobile", we’re reminded trends don’t run on a...

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