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,...
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...
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...
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...