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Posts tagged "marketing"
Make acronyms your enemy

Make acronyms your enemy

Most see the act of saying something that has absolutely no chance of ever coming to fruition or doing something that has absolutely no chance of success, as utterly pointless. But to my mind there is a certain nobility in the futile. Futility is hugely underrated. The decision of Lord Cardigan to send the British...
The mediocrity of middle distance insight

The mediocrity of middle distance insight

Twyla Tharp is one of America’s greatest choreographers. In a long and prodigious career, she has created over 130 dances for her own company as well as for the Paris Opera Ballet, The American Ballet Theatre and the Royal Ballet. In 2003 she committed the secrets of her creative success to paper in a powerful...
Don't let your marketing become famous

Don’t let your marketing become famous

In August 2003 Alistair Campbell, Tony Blair’s Director of Communications, resigned. For some months he had been at the centre of allegations that the intelligence dossier that created much of the case for the invasion of Iraq in March that year had been doctored. Whether or not this was the case, the reality was that...
We need more 'non-working marketing spend', not less

We need more ‘non-working marketing spend’, not less

There are many phrases to which I take exception. I hate dead metaphors such as “Achilles’ heel”. I hate euphemisms that are designed to disguise their true meaning, such as “collateral damage”. And I hate out-and-out lies such as “we will give the £350m we save from the European Union to the NHS”. But one...
Who will buy our goods if every job has been automated?

Who will buy our goods if every job has been automated?

During an early 1950s tour of the recently modernised Ford plant in Cleveland the President of the United Automobile Workers Union, Walter Reuther, was shown the latest car construction robots. His over zealous guide turned to him and said “Walter how are you going to get all these robots to pay their union dues?” To...
Brexit: The segmentation study to end them all

Brexit: The segmentation study to end them all

Good news is thin on the ground right now but in the world of marketing, there is one massive benefit of the Referendum. Thanks to the 23rd June no organisation need bother commissioning a segmentation study ever again. There are few concepts in marketing that promise more and deliver less than segmentation. Segmentation is the...
A question of value

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...
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