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...
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...
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...
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 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...
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...
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...
We're now less than a week away from "Make interesting companies, not interesting advertising", so we just wanted to send you a quick update on the great panel of business founders we have lined up...
A new piece of research by Basic Arts has revealed that the UK public now believe advertising to be unnecessary for “great brands”; something they proved by voting Lush cosmetics - a business...