Archive | June, 2017

Creative direction by numbers?

I’ve already bemoaned – or at least questioned – the use of ‘predictive software’ in the film industry, both here and here. And I see the phrase ‘data-driven decisions’ everywhere I turn, it seems. The latest company I’ve become aware of plying their wares in this are is ScriptBook whose tagline is ‘Hard Science. Better Box […]

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Become a partner, not a vendor

I know very few businesses that aren’t looking for additional sales. Ninety-nine percent of the time, those businesses identify potential customers and then woo them until they either buy something, tell them to go away or they get busy enough that they go back to ignoring the prospects. Without a doubt, we need to chase […]

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Don’t just find your purpose

In the current depressing political atmosphere following the UK general election, I’ve been looking around to find something more upbeat and inspiring. I get the impression that it’s time for some new blood on the UK political scene. It’s positive that the younger people turned out in greater numbers to vote than for the referendum. […]

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Creating your content machine

You’re ready to get your content machine up and running but let’s revisit the information from last week where we covered some of the preliminary steps in creating a successful content strategy. They were: Identifying the business outcomes/goals for the strategy Knowing who you are targeting and what would be genuinely helpful to them Recognizing […]

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Imitation is the sincerest form of flattery

Passing off and faking usually involves a one-way traffic: downwards on the price scale. But a month ago – or so – an amusing story made a bit of buzz on social media as the designer Balenciaga brought out a tote bag costing around $2,000 that appeared remarkably similar to the famous IKEA FRAKTA blue bag which […]

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Making content part of your marketing mix

Pick up any business magazine, read a marketing blog or attend a conference and you’re going to get the message that you must have a content strategy.  Truth be told – this is nothing new. There’s always been a marketing strategy that emphasized the production of helpful tools/information that taught prospects something of value to […]

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Holy Logo!

Reader’s Digest have recently published the third annual Trusted Brands Survey. The main survey is carried out in the US, where 5,500 people were asked which brands in 40 product categories they trust the most, and would recommend to family and friends. The study backs up, with numbers, a lot of stuff that marketers know intuitively […]

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