Marketing, It’s About People…
Marketing. It can feel a very rational, data-driven activity. We target consumers, we promote, and we convert, all the time using data to optimize what we do.
But consumers are not just pieces of data, defined by what they buy. They’re people, and our success depends on understanding and motivating them.
Marketing is at heart a people business.
Read More
The Fault in our Advertising...
Advertising.
We understand how it works better than ever. And it’s everywhere. This should be advertising’s golden age.
Yet it’s never been harder for advertising to make an impact.
Read More
Fake Plastic Brands...
Authenticity.
We crave it. In a world where everything seems fake, being real has literally become the real deal.
But authenticity has never been central to the branding playbook.
Read More
Why No Brand is an Island...
Brands.
As marketers, it’s easy to get wrapped up in them. They’re our creation, so we set the rules. We just have to tell consumers about them.
But brands don’t exist in isolation. They don’t stand alone. Rather, they only thrive through connection.
Read More
Don't Be Fooled By Brand Reputation...
Brand reputation.
I’ve never seen the point. As Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room”.
Where does that leave brand reputation?
Read More
Why Brands Should Cultivate the Habit of Customer Loyalty...
Habit.
It’s how we live our lives. Making most of our decisions on autopilot, based on past experience.
So it seems entirely logical to focus on making a brand a habit, an automatic purchase.
As a long time practitioner of customer loyalty, this can seem like I’ve turned to the dark side.
Read More