You know what you want people to believe, but how do you convince them? There are two ways at it: the first is to base your story on a set of facts, then engage people in intellectual argument. “Ours is bigger, better, cheaper, faster etc.” Or you can tell compelling stories around ideas, and then… [Read more…]
July 14, 2010
It’s bothered me for quite some time, that my work as a brand consultant, fulfilling though it is, falls short in terms of social worth, beyond straight economic contribution. So I was delighted when asked to review a new book co-authored by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. Marketing 3.0 sets out how companies… [Read more…]
July 13, 2010
Apparently I have to publish this map location 3WNMR82QB68U if I wish to be found…..
June 21, 2010
I hate the idea that some people are seen as ‘creative’ and some are not. In fact many of the ‘not creative’ people I’ve met, are often incredibly creative, it’s just that they were probably persuaded, somewhere along the line that they’re not. Everyone’s creative, it’s just a matter of pushing the boundaries, being brave,… [Read more…]
May 24, 2010
Why do people buy anything? Because everyone else does. People believe that some brands are better than others, but they don’t necessarily deal in facts. It’s a question of how they feel. In the end, people believe what they believe, irrespective of whether it’s true and people like to take sides, even if it’s not… [Read more…]
May 17, 2010
I can’t control anything anymore…not least what people are saying about me. The subject of control is on my mind quite a bit these days, in my other job as parent of two bright, single-minded girls, aged 9 and 12. Once your kids get past a certain age you cease to be able to control… [Read more…]
May 11, 2010
We always seem to be rattling on about marketing ‘assets’. In fact we spend much of our time helping companies realize the value of their brand asset – rather than viewing investing in it as an expensive cost on the margin. Working with brand consultants, or running advertising is costly in anybody’s book, but if… [Read more…]
April 29, 2010
As I was stuck overseas as a result of the volcanic cloud, I had the opportunity (and the motivation) to watch the rolling news channels more often. After 6 days of being grounded, it occurred to me that there were only two pieces of news in all that time: There was a volcanic eruption in… [Read more…]
February 2, 2010
We sometimes get a bit hung-up on what is meant by 'marketing process'. One interpretation is a high level overview of the areas that marketers need to address to help their brand become more consumer-centric, or a build 'better' brand etc. This is inspirational, reminding people that they need address or become more professional in… [Read more…]
January 25, 2010
Track the history of any successful brand to discover that the facets that make it what it is, are the complex and intangible ones, not so much the well defined rational ones. More than anything else, people who work with brands are in search of a 'good idea'. But the way we're searching out these… [Read more…]
July 23, 2010
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