A question of value
I have been thinking a bit about value recently. Agency people don’t like thinking about value because they associate it with having to create tragic price advertising and the kind of discounting behaviour that great brand building is supposed to protect you against. However, the truth is that every single brand has a value position...
Positioning is over rated
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel” Maya Angelou In many ways the primary role of the planner is to create positionings for brands, in any case it is often what we are most valued for. But I have increasingly...
Interesting versus right – revisited
If there is one defining philosophy of my approach to planning and strategic development it is the mantra that it is vital to be interesting but merely important to be right. This is based on the observation that those that are preoccupied with finding the right solution very rarely turn up anything remotely interesting. While...
Supermarket success – it’s a question of class
For a time of loving and giving this Christmas saw a bloodbath in British supermarket retailing. As retailer after retailer reported their fourth quarter trading figures we have become used to the sight of a shamefaced chief executive mounting the podium to rustle up this excuse or that about why they haven’t met analysts’ expectations...
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...