March 27, 2018

This video is pretty difficult to listen to if you you don't like American accents - but the take-out is well worth it. And something we've been methodically putting into place with Christopher Ward watches.

The final comment: 'Take time to undertand the expectation of...

November 20, 2017

I've been working with the wonderful Christopher Ward watch company ( https://lnkd.in/e9rDass ) for a couple of years now

In that time, we've carefully and deliberately spent time understanding our audience, our competition, our various consumer groups, (from loyalists...

September 14, 2017

Though, at the time it hardly seems possible, all great brands come to an end and the consumer moves on; leaving the landscape strewn with the vast and trunkless legs of once-powerful companies....

...where they lie forgotten, except by us marketing lags, who...

September 7, 2017

Here's a downloadable version of the slides:

I've offered this set of slides before, but each time I look at it - which isn't very often - I think I ought to share it again. Forgive the fact it isn't meant to be a linear read and there are gaps you have to fill in yours...

August 2, 2017

In a recent interview in Campaign, Gary Booker explains what he learned as Chief Marketing Officer at Dixon. I couldn't agree more with what he's saying. Essentially it's not all that complicated. It just takes understanding the priorities - which are consumer focussed...

July 18, 2017

I still enjoy reading this short, sweet description of why I do what I do, beautifully articulated by Roy Langmaid. Advertising seems more glamorous and Planning sounds more important, but this is why I enjoy research. 

Langmaid Practice

Home of Breakthrough Psychology h...

May 30, 2017

Although they’ve been around since the ’50’s, focus groups came to public awareness during Tony Blair’s time as PM. Since then they've become short-hand for spin, inauthenticity and the general move towards the centre ground.

In the current UK election we are seeing som...

April 27, 2017

Wonderful and much needed contribution to the marketing library.

Try this for size:

Branter: 1. Brand banter; social chat between a brand and its audience. 2. More errant twaddle from the online world, suggesting once again that customers spend their entire time having w...

April 18, 2017

In 2008 teenage pregnancies started to disappear... fast. Why?

All those wittering on about Millenials ought to have a listen to this programme about teenage pregnancy and the idea of 'Generation Sensible' . Just another point of view and set of data points.

http://www.b...

April 13, 2017

Something inside me rejects the idea of 'storytelling' & 'content'.

Our clients (i.e. customers / 'consumers') are looking for authenticity - though they don't call it that. They don't want 'content'. They want to read about what someone has to say, not what someone thi...

April 10, 2017

Black Swans are game-changers.

They turn established markets on their head - and depose market leaders. 

Yet they also provide huge opportunities for those who can see the trend early.

Do marketers try hard enough to spot them?

Many lack the curiosity to hunt for Black Swa...

March 31, 2017

I read this piece from Jack Morgan - a Business Mapping Specialist at Bristol Water plc.

He talks about the “Semmelweis reflex” which is something I come across quite a bit. When you introduce a new insight into the process it can be met with resistance. The problem is...

March 28, 2017

I found this interesting - yes, at the political level - but also at the level of how groups evolve their strategy & thinking to accommodate new threats - in this case, the erosion of truth. The collective brain creates a new model.

First one outlier breaks cover and do...

March 22, 2017

The only problem is, we don't know which 50% - or perhaps which 20% or which 10%. The truth of that comment is suggested in this cartoon.

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