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…
Marketing is about behaviour. I’ve said this before. I’ve got something else to add into the mix now, just for you.
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.
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 …
Recently, I had the misfortune to endure a performance of ‘Scrublands’ at the Brighton Fringe. (Tip – if you’re considering that show, don’t. Turgid self-obsessed ramblings of a dude in sunglasses accompanied by a woman dancing like she needs the toilet) Performed (and I use the word loosely) in the old Brighton Police Cells underground, …
To build a successful brand, we’re being urged to become story-tellers. I disagree – we need to be narrators instead.
If you’re following any of the build up to the London 2012 Olympics, you’ll be aware that there is a concert in Hyde Park to coincide with the opening ceremony. This is a spectacularly bad move, for LOCOG, for the London 2012 Olympics and for the viewing public. Here’s why.
I’ve written many times before about brand and branding. Today, I’m going to give you a definition at its very simplest.
If you’re going to apologise for something, you’ve got to mean it.
Kodak and Thomas Cook have two of the strongest straplines in their respective industries. But, as the global economic climate cools, both are fighting for their future.