Marketing spend cut again – some fallacy busting and a hidden opportunity
Marketing Strategy / Opinion

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

“Have you tried…” isn’t good enough. We need smarter cross-category selling
Brand Strategy / Marketing Strategy

“Have you tried…” isn’t good enough. We need smarter cross-category selling

Buy a box of own-brand cereal from any supermarket and you’ll probably see “Have you tried our other delicious flavours?” emblazoned on the back. In terms of maximising the brand’s sales opportunity, this isn’t good enough – as I shall explain using a bottle of shampoo (while illustrating how you can maximise your owned media … Continue reading