This piece first appeared in Contagious. There are two ways brands can be created – by giving or taking. Most people imagine the giving kind; where the business wants to offer something...
By now most of you are probably familiar with Simon Sinek's iconic "Start With Why" TED talk. Even if you've not seen the talk, you've most likely encountered one of the army of why-merchants...
OK, this is a weird one I know. However it seems pertinent in light of recent news that Coke are making "massive changes" to their Diet Coke range following a 1.9% sales drop in 2016. On the...
A recent study by consultancy Basic Arts sought to discover the most admired brand in the UK. Naturally, there was a decent presence from the usual suspects such as Apple, Google, and Nike;...
Tis the season for ad agencies to cast cynical glances towards the latest festive offering from John Lewis. And one can understand why. https://www.youtube.com/watch?v=Jw1Y-zhQURU In a...
No well designed business should have competitors. Other companies in the same general category? Sure. But not competitors - other companies who your customers consider to be "viable...
Imagine if every time someone talked about your company, they communicated exactly what you said in your ads. It sounds fanciful, but it’s the reality for an increasing number of innovative...
Yup, this surprised me too. Following "the PR disaster to end all PR disasters" that occurred when footage was released of United Airlines forcibly removing David Dao from one of their...
To become the kind of inspiring business that wins friends and fans in the modern world is a team effort. We can’t just bring in a hot shot marketing director and expect them to “do” some...
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,...