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 …
If your campaign raises awareness, you’ve failed. Sorry, but it’s true. There’s only one thing that matters in marketing – and that’s action.
This is an analysis of “Retail Healthcheck and Retail Zone Review (Montague Street)” published by Worthing Borough Council, May 2012.
Yesterday, I discussed how LOCOG pulled a content marketing blinder (in collusion with the BBC) for the London 2012 Olympic Games. Today, I’m going to lay out their biggest mistake, why it happened and what they should have done to avoid it.
When the Archers was conceived in 1951, it was designed to help Britain’s farmers back on their feet through accessible dissemination of information. Somehow, LOCOG and the BBC have managed to pull off a similar stunt – but did anyone notice?
Calling a film “Branded” is only really going to appeal to a certain subset of people. People like me, in other words, who live and breathe the branding world, gobbling up any new source that threatens to give us a bit of knowledge or insight. However, this film is a bit different – thanks to …
RIM – the troubled makers of Blackberry – are meant to be refocussing the operation to arrest massive losses and try to save the business. However, looking at two recent industry reports, they’re turning into a Janus that will achieve neither. What the hell is going on?
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 …
Not pissing off engaged consumers should be point one on everybody’s marketing plan. Let me tell you a story which proves that this isn’t always adhered to.
Inherent femininity causes a minor affront to masculinity in a tale of product design, packing and marketing.