Brands should be needed not needy
Needy is a wonderful word to describe someone that craves rather too much of something from us rather too much, whether attention, help, love, sex or friendship. Someone who is needy exhibits desperation for attention that is inappropriate given the relationship that we have with them. They crave and cling and in short their neediness...
Trust: Every brand wants it but few know how to get it
One of the murals depicting the Battle of the Bogside (August 1969) in Derry Londonderry, an enduring records of the conflict in Northern Ireland. Image courtesy of Paddy’s Wagon. Trust. There can be no rarer and more eagerly sought accolade in the world of brands and businesses right now than the trust of our people...
Trust teaser
I have been spending a lot of time thinking about trust over the past year. And a lot of time becoming truly frustrated at orthodox approaches to trust – the endless league tables of most and least trusted brands and the sterile alliterative advice from PR firms about how to be trusted. So I called...
Why ‘always on’ is such a turn off
When you have fireworks like this who needs bonfires. Image courtesy of Fernando Castaneda. In recent years the business of marketing has been assailed by a litany of new buzzwords and phrases that often gain extraordinary momentary popularity and spawn a slew of new job titles and agency offerings. However, increasingly this ‘new marketing’ jargon...
If you can successfully avoid tax you know your brand is healthy
From horsemeat in the lasagne to Libor fixing in the blood, not to mention industrial scale tax avoidance, brands have to put up with a hell of a lot at the moment. By which I mean that brand reputations, painstakingly pieced together over years, suddenly seem on the line in a way they have...
Keynesian marketing and the business of confidence
I am not an economist but let’s say I am economically curious. And I wonder whether some of the debates that are happening in the world of economics might have relevance to the world of brands and marketing. And specifically the rekindling of interest in Keynesian economics following the financial crisis and the failure...
Straight from the horse’s mouth
The UK is currently gripped by one of its periodic food scandals. For once this isn’t about food safety – no one has been feeding animal parts to other animals and therefore exposing the food chain to lethal pathogens, well not as far as we know it – but like the others it’s a by...
Made in Britain
Heatherwick studio’s cauldron for London 2012. Provenance has traditionally been the last resort of the strategic scoundrel. If you fancy an early lunch at the Delaunay and you simply cannot think of anything else to say about a brand you fall back on where it is from. Australian lagers, German cars, Scandinavian furniture, French sexual...
Does oxytocin hold the answer?
Chances are that you will be familiar with the properties of oxytocin. Whether male or female you will have enjoyed the sense of warmth it creates just after orgasm, if you are a mum you will probably have experienced its effects during childbirth (indeed its name comes from the Greek ōkytokínē meaning ‘quick birth’) and...
Adland entrepreneurs
Pair 27 were made by Amanda. I know that because she has signed them next to the unique reference number that allows you to record and the life of your jeans at their history tag online. These are of course no ordinary jeans these are Hiut Denim jeans named after the founders David and Clare...
What does your brand need more of?
I’m going to stick my neck out and suggest that I reckon that there are four key characteristics of successful brands. I have no scientific basis for this conclusion or for the four critical ingredients that I have alighted upon. They have simply worked for me (with some alterations) over the past few years and...
What’s your problem?
All great marketing solutions start with a well and accurately defined problem and a correct diagnosis of the course of action that needs to be followed. So I thought I’d talk a little about this to kick the new year off in a back to basics style. There is a very basic diagnostic tool I...