News + Thought

How should we organise our marketing departments?

Sometimes the old ways are indeed the best. You might be familiar with the concept of the four, or latterly seven “ps” that comprise marketing - product, price, promotion, place, process,...

Why firing Damore was a bad marketing decision for Google

This piece originally appeared in Marketing Gazette. In the fallout following the ever-so-juicy James Damore “MemoGate” scandal, opinion has roughly fallen into two camps: if you disagreed...

Purpose is broken – here’s how to fix it

This piece originally appeared in Campaign. Every brand has been created for a reason. That reason can generally be found in the value they provide that people are prepared to pay money for. Your...

KFC complaints show us that advertising is not an exercise in wish fulfilment

This piece first appeared in The Drum. Haven’t our mothers always told us that the best way to get people to like us is simply to be ourselves? The wisdom of this old cliché can take a long...

Will Uber’s next CEO be Tony the Tiger?

This piece first appeared in Marketing Gazette. If you look past the politics and the intrigue, you will find that the story of Travis Kalanick’s departure from (and Arianna Huffington’s...

Brand “purpose” has been hijacked… by Keith Weed

This piece first appeared in Campaign.  They say that with great power comes great responsibility. This is clearly something Keith Weed takes pretty seriously. In the same week that his "great...

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...

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