Abercrombie & Fitch cause a storm with their anti-fattist stance. But it’s marketing genius. Continue reading »
Category Archives: Marketing Strategy
Posts concerned with marketing strategy in all of its forms.
The great social marketing dilemma
Social marketing is social marketing is social marketing. Which are three different things. Where are you in the great SM debate? Continue reading »
The UK food industry is squandering its best opportunity for decades (and where are the marketers?)
First we had Horsegate. Now we’ve got a survey suggesting that mothers don’t cook from scratch any more. You’ve got to wonder why the food industry is wasting its best opportunity for decades to change consumer behaviour – and I’ve got to ask: Where are the marketers in all of this? Continue reading »
“Content marketing” is nothing more than the Emperor’s New Clothes
Content Marketing is being presented as the Shiny New Thing. Predictably, companies, brands and MBA marketers come flocking. It’s the new way to acquire customers! It’s the must-have strategy of the season. It’s making me a little more bilious with every iteration. I’m going to show you why. Continue reading »
Horsemeat, trust vacuums and business as war.
Our promise to you is that our products will “taste the difference”. They should also “make a difference”, especially as regards nutrition and management, both for those who will cook and eat food. This means several things. As a major player, we have a responsibility, not only for employees and customers, but also for society in … Continue reading »
Be a Challenger – or be roadkill
This is the first guest post from Hilton Barbour – independent Marketing Provocateur – lending his insight into Challenger Brand thinking and how this applies to changing paradigms in retail. Drive long enough and you’ll have that heart-wrenching moment when an errant squirrel suddenly and unexpectedly darts out into the middle of the road. And … Continue reading »
3 things HMV’s staggering incompetence teaches the rest of us
HMV is in trouble. And their marketers are making it worse. Here are the three mistakes they’re making, and what other marketing professionals can learn from them… Continue reading »
One key sentence to put the customer first
Customer first, customer-centricity. You know the drill. Putting the customer at the heart of the matter is the Big Thing (I’ll leave arguments about how it should always have been the Big Thing to one side for now). Here’s something I’ve developed that might just help you get ahead of the crowd and really put … Continue reading »
6 Principles of Influence and Persuasion
As marketers, we’re in the business of influence, persuasion and – dare I say it – behavioural change. I’m going to share six principles with you which will tap into your consumers’ behaviour and make your marketing better (while also suggesting that these principles are good for community network marketing and your consumers’ social capital). Continue reading »
Marketing spend cut again – some fallacy busting and a hidden opportunity
2012 has been a bitch of a year for the marketing industry, for sure. And yesterday’s IPA Bellweather report underlines just how bad it is – while search/SEO and other online spending are up, overall marketing spend is down. But as far as the latest report makes for gloomy reading in the C-suite, there’s a … Continue reading »
